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• Preface
• About the Editors and Contributors
• About AACRAO
• PART ONE: SETTING THE CONTEXT
• CHAPTER 1 Origins of Strategic Enrollment Management
• Defining Strategic Enrollment Management
• A Brief History of Strategic Enrollment Management
• Strategic Enrolment Management: A Structural Framework
• The Future of Strategic Enrollment Management
• References
• CHAPTER 2 Understanding the Context
• The Role of Postsecondary Sectors, Markets, and Public Policy
• The Changing Characteristics of Students
• Implications for Strategic Enrollment Managers
• References
• CHAPTER 3 Successful Strategic Enrollment Management Organizations
• Organizational Structures and Relationships
• SEM Functions
• SEM Research
• Organizing for Student Retention and Success
• Conclusions
• References
• PART TWO: CHOICE, MARKETS, AND ADMISSIONS
• CHAPTER 4 Understanding Student College Choice
• College Choice Theories
• College Choice Factors
• College Choice by Race/Ethnicity
• Nontraditional Students
• Timing of College Choice
• Implications for Institutional Policies and Practices
• References
• CHAPTER 5 Markets and Market Niches
• Finding Context
• Zemsky’s Foundational Work
• Defining Market Structures and Position
• Implications for Alpha College
• Putting the “S” in Strategic Enrollment Management
• Conclusion
• References
• CHAPTER 6 Admissions and Recruitment Marketing
• What Is Marketing?
• Marketing as an Exchange Process
• The University as a Service Institution
• The Importance and Role of Customer Satisfaction in the Recruitment Process
• Marketing Is Everyone’s Responsibility
• A Word About Market Research
• Creating Marketing Strategy: The Seven P’s of Enrollment and Admission Efforts
• Conclusion
• References
• CHAPTER 7 Understanding Transfer and Articulation
• Transfer Student Research
• Student Swirl and Transfer Patterns
• Creating a Transfer Culture
• Conclusion
• References
• CHAPTER 8 How Admission Decisions Get Made
• Philosophy and Mission in Student Selection
• Philosophical Bases for Admissions Decision-Making
• Outside the Lines: Special Considerations and Claims on Admission Spaces
• Equity, Fairness, and the Place of Race as a Consideration
• How Decisions Get Made: Selection Processes
• The Role and Effect of College Admission Plans in Selection
• Toward the Future: Noncognitive Factors and twenty-first Century Skills
• The National Attainment Agenda, Transfer Admission, and the Swirling Student
• Conclusion
• References
• PART THREE: PRICING AND FINANCIAL AID
• CHAPTER 9 Economic Perspectives on Pricing and What It Means for SEM
• Context
• Basics of Supply and Demand
• Practical Considerations: Demand and Supply in Multiple Pricing Contexts
• Elasticities
• Practical Considerations: Pricing Responsiveness and Revenue Impacts
• Consumer Choice Theory
• Practical Considerations: Pricing and Student Resources
• Marginalism
• Practical Considerations: Pricing and Decision-Making
• Conclusion
• Endnotes
• References
• CHAPTER 10 Understanding Financial Aid and Its Effects on Student Enrollments and Institutional Finance
• Conceptual Framework
• Sources of Aid
• Financial Aid Policy
• Conclusion
• References
• CHAPTER 11 Using Campus-Based Financial Aid Strategically
• Different Approaches to Financial Aid
• Definitions of Need
• Packaging of Institutional Gift Aid
• How Is Availability of Aid Communicated to Prospective Applicants?
• Understanding Enrollment Behavior
• Econometric Modeling
• Using Models in Enrollment Analysis
• Conclusion
• References
• CHAPTER 12 Budgets, Aid, and Enrollments
• The Business Model of Higher Education
• Budgets and Costs in Higher Education
• The Changing Model of Higher Education Finance
• The Role of SEM in Supporting Institutional and Student Success
• References
• PART FOUR: STUDENT RETENTION, PERSISTENCE, AND SUCCESS
• References
• CHAPTER 13 New Context for Retention and Persistence
• The Historical Roots of Institutional Retention
• Institutional Success Versus Student Success
• What Is Missing in the Persistence and Completion Literature
• Developing and Using New Metrics with More Comprehensive Data
• What Should Institutional Researchers and Enrollment Managers Be Doing Differently?
• Conclusion
• References
• CHAPTER 14 Models of Student Retention and Persistence
• Definitions of Terms
• Theory and Practice
• Examples of Theory to Practice Approaches
• Recommendations for Selecting Student Success Models
• Conclusion
• References
• CHAPTER 15 Students at Risk in Residential and Commuter Colleges and Universities
• Profile of Students at Risk for Departure from Four-Year Commuter Colleges and Universities
• Assumptions and Recommendations for the Continuous Vigilance of At-Risk Students in Four-Year Commuter Colleges and Universities
• Profile of Students at Risk for Departure from Four-Year Residential Colleges and Universities
• Assumptions and Recommendations for the Continuous Vigilance of At-Risk Students in Residential Colleges and Universities
• Conclusion
• References
• CHAPTER 16 The Persistence of Students of Color
• Statistics on the Graduation Rates of Students of Color
• Theories of Minority Student Departure
• Factors Related to the Retention of Students of Color
• Recommendations for Enrollment Managers
• References
• CHAPTER 17 Nontraditional Students and Student Persistence
• Multiple Identifiers of Nontraditionality
• How Many Nontraditional Students Are There?
• Persistence and Graduation Outcomes for Traditional versus Nontraditional Students
• Why Focus on Nontraditional Students?
• Conclusions and Principles of Practice: How Enrollment Managers Can Promote Nontraditional Student Persistence
• Conclusion
• References
• CHAPTER 18 The Role of the Institution in Increasing College Student Persistence
• The College Board Study on Student Retention: Two National Surveys
• Conceptual Frameworks
• Conclusions and Implications of the College Board Studies
• Findings from the IPAS Implementation Studies
• Conclusion
• References
• Note
• PART FIVE: THE IMPORTANT BACK ROOM
• CHAPTER 19 Delivering Effective Admissions Operations
• Organizational Structure
• Staffing Opportunities
• Space Management
• Policy and Procedures
• Technology and the Admissions Office
• Communications
• Assessment
• Beyond the Admissions Office
• Conclusion
• References
• CHAPTER 20 The Registrar of the Future
• Do We Even Need a Registrar?
• Registrars’ SEM Expertise
• The Registrar’s Legal Role
• Knowledge Management and Leadership
• Conclusion
• References
• CHAPTER 21 The Role of Financial Aid Operations in Fostering Student and Institutional Success
• Financial Aid Operations and SEM
• The Importance of Operational Effectiveness
• Operational Concepts
• Campus-Wide Collaboration and Partnerships
• Using Data to Measure Financial Aid Operations
• Student Service
• Staff Deployment and Training
• Special Issues with Student Information
• Technology
• Conclusion
• References
• CHAPTER 22 The Role of Technology in Supporting SEM
• History
• Context
• Technology and a SEM Environment Scan
• Effective Technology Requires Self-Assessment
• Successful Selection and Implementation of Technology
• Administrative Structures
• Conclusion
• References
• PART SIX: DATA, POLICY, AND STRUCTURES
• CHAPTER 23 Campus-Based SEM Research
• SEM Research Structure
• Case Study: Iowa State University’s Enrollment Research Team
• Conclusion
• References
• CHAPTER 24 Tracking SEM Policy Trends
• History of the Federal Role in Higher Education
• Race-Based Admissions in the Courts
• National Education Commissions
• Tracking SEM-Related Policy Trends
• The Role of States
• Moving Forward
• Conclusion
• References
• CHAPTER 25 Strategic Thinking Enrollment Organizations
• Understanding the Resource-Based View
• In Practice: Identifying an Organization’s Resources
• Competitive Resources Outside of SEM Organizations
• Allocating Attention in the SEM Organization
• Leveraging an Entrepreneurial Orientation
• In Practice: Measuring Entrepreneurial Orientation in the Admissions Office
• Inside the Strategic-Thinking SEM Unit
• Conclusion
• References
• CHAPTER 26 Emerging SEM Organizations for Graduate and International Students
• The Emergence of SEM Organizations in Graduate and Professional Education
• Emerging Graduate and Professional SEM Organizations
• International Student Growth and SEM Organizations
• Rankings Impact on International Student Choice
• SEM Organizations for International Students
• Changes to Expand Global Enrollments: Focus on English Instruction
• Partnerships to Develop Stronger Student Pipelines and Affiliations
• Need to Manage Recruiting Agencies and Commission-Based Services
• Conclusion
• References
• PART SEVEN: PUTTING THE PIECES TOGETHER
• CHAPTER 27 Strategic Enrollment Planning
• Strategic Planning and Change Management
• The Nature of SEM Planning
• A SEM Planning Model
• Conclusion
• References
• CHAPTER 28 Trends in Strategic Enrollment Management
• Demographic Changes and Their Effects on Institutions
• Tuition Costs, Financial Aid, and Student Debt
• Affirmative Action and Access for Whom?
• Growing Government Regulation
• Increased Competition
• Changes, Changes, and the Evolution of SEM Organizations
• And, of Course, Money, Money, Money
• Conclusion
• References
• CHAPTER 29 Ethics and Strategic Enrollment Management
• Synopsis of Previous Literature
• Present and Future Issues
• Case Studies and Opportunities for Reflection
• Conclusion and Implications
• Questions for Reflection
• References
• CHAPTER 30 Summing Up: The Present and Future Tense for SEM
• Present Tense
• The Future Tense
• References
• Name Index
• Subject Index
• Advert
• End User License Agreement