Enrollment Management & Managing Enrollment: Setting the Context for Dialogue
College and University › Vol. 83 Nbr. 4, April 2008
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Summary
The second asks whether these enrollment management units should be aligned with traditional structures such as student or academic affairs or whether they should constitute an entirely separate structure with its own senior campus leader (such as a vice president or associate provost for enrollment management). Since those early beginnings of enrollment management, much has happened to shape the administrative practices of our field, to refine its core principles, and to explore structural alternatives.
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Enrollment Management & Managing Enrollment: Setting the Context for Dialogue
In the early 19 80s, The College Board and Loyola University of Chicago sponsored the first national conferences on enrollment management. These early conferences drew a sparse attendance but served nevertheless to engage a number of early adopters in defining this emerging concept. The term "enrollment management" was still new; having been coined in the mid-1970s at Boston College, no one was quite sure what it entailed. Yet even at these earliest conferences, several core principles were crystallizing: enrollment management involves a marketing orientation toward student recruitment and admissions; student retention is as important a part of enrollment efforts as student recruitment; financial aid can be used in a systematic fashion to achieve enrollment goals. Early advocates of enrollment management incorporated the use of strategic planning models to achieve enrollment goals, using research and analysis to guide planning and strategy. Since it first arrived on the higher education scene, enrollment management has been seen as a process of bringing discipline, integration, and intentionality to the process of achieving an institution's enrollment goals.
In addition to defining some core principles of enrollment management, early practitioners also had an interest in optimal organization structures. The structural question has always been twofold: (1) to be most effectiv...See the full content of this document
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