Strategic enrollment management is a process where desired enrollment outcomes are achieved through the orchestration of several core functions of an institution including marketing, recruitment, admissions, pricing and aid, retention programs, academic support services and program development. The problem is that small private colleges may face significant demographic and economic challenges that could negatively affect future enrollment levels. The purpose of this qualitative study was to explore how three small private institutions in the Midwest increased full-time undergraduate enrollment by more than 100% within a 10-year period. Those colleges were Aurora University, Benedictine University, and Notre Dame College. The enrollment growth strategies utilized at each institution were examined in an attempt to combine various strategies to develop a model for enrollment growth that might be used by other small, private colleges and universities. The institutions in this study implemented several parallel strategic initiatives including those that focused on athletics, campus building investments, financial aid, academic programs, admissions recruiting, and pricing that yielded significant enrollment gains over a ten-year period. This research project achieved its purpose as the results of the study led to the development of a model of enrollment growth strategies that may be utilized by other small private institutions to explore future potential enrollment growth strategies. Recommendations for additional research include a) enrollment growth strategies at other small private institutions in different areas of the United States, b) enrollment growth strategies at larger institutions, and c) institutions that experience enrollment growth within a future ten-year period.
|Department:||Business and Technology Management|
|School Location:||United States -- Arizona|
|Source:||DAI-A 76/02(E), Dissertation Abstracts International|
|Subjects:||Business administration, Higher Education Administration, Higher education|
|Keywords:||Higher education marketing, Private college enrollment, Strategic enrollment management|
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