Handbook of Strategic Enrollment Management PDF
Preview Handbook of Strategic Enrollment Management
Handbook of Strategic Enrollment Management Handbook of Strategic Enrollment Management Don Hossler Bob Bontrager and Associates Cover Design: Lauryn Tom Cover Art: © iStockphoto/22926881 John Schuh, Consulting Editor Copyright © 2015 by American Association of Collegiate Registrars and Admis- sions Officers. All rights reserved. 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Printed in the United States of America first edition HB Printing 10 9 8 7 6 5 4 3 2 1 The Jossey-Bass Higher and Adult Education Series CONTENTS Preface xi About the Editors and Contributors xvii About AACRAO xxiii PART I: SETTING THE CONTEXT 1 1 Origins of Strategic Enrollment Management 3 Don Hossler 2 Understanding the Context 18 Bob Bontrager and Don Hossler 3 Successful Strategic Enrollment Management Organizations 31 Don Hossler, David H. Kalsbeek, and Bob Bontrager PART II: CHOICE, MARKETS, AND ADMISSIONS 47 4 Understanding Student College Choice 49 Eunkyoung Park and Don Hossler 5 Markets and Market Niches 77 David H. Kalsbeek and Brian Zucker vii viii CONTENTS 6 Admissions and Recruitment Marketing 103 Tom Hayes 7 Understanding Transfer and Articulation: Implications for Enrolling Transfer Students 124 Bruce Clemetsen, Lee Furbeck, and Alicia Moore 8 How Admission Decisions Get Made 147 Jerome A. Lucido PART III: PRICING AND FINANCIAL AID 175 9 Economic Perspectives on Pricing and What It Means for SEM 177 Gabriel R. Serna and Matthew Birnbaum 10 Understanding Financial Aid and Its Effects on Student Enrollments and Institutional Finance 196 Jacob P. K. Gross 11 Using Campus-Based Financial Aid Strategically 213 Stephen Brooks 12 Budgets, Aid, and Enrollments 228 Guilbert L. Brown and Jacob P. K. Gross PART IV: STUDENT RETENTION, PERSISTENCE, AND SUCCESS 245 13 New Context for Retention and Persistence 249 Doug Shapiro and Afet Dundar 14 Models of Student Retention and Persistence 268 Amy S. Hirschy 15 Students at Risk in Residential and Commuter Colleges and Universities 289 John M. Braxton, Harold V. Hartley III, and Dawn Lyken-Segosebe 16 The Persistence of Students of Color 311 Willis A. Jones 17 Nontraditional Students and Student Persistence 333 Mary K. Hutchens 18 The Role of the Institution in Increasing College Student Persistence 351 Mary Ziskin, Jerome A. Lucido, Jacob P. K. Gross, Donald Hossler, Emily Chung, and Vasti Torres
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