Improve student enrollment outcomes and meet institutional goals through the effective management of student enrollments.

Published with the American Association for Collegiate Registrars and Admissions Officers (AACRAO), the Handbook of Strategic Enrollment Management is the comprehensive text on the policies, strategies, practices that shape postsecondary enrollments. This volume combines relevant theories and research, with applied chapters on the management of offices such as admissions, financial aid, and the registrar to provide a comprehensive guide to the complex world of Strategic Enrollment Management (SEM). SEM focuses on achieving enrollment goals, and sustaining institutional revenue and serving the needs of students. It provides insights into the ways SEM is practiced across four-year institutions, community colleges, and professional schools.

More than just an enhanced approach to admissions and financial aid, SEM examines the student's entire educational cycle. From entry through graduation, this volume helps SEM professionals and graduate students interested in enrollment management to anticipate change and balancing the goals of revenue, access, diversity, and prestige. The Handbook of Strategic Enrollment Management:

• Provides an overview of the thinking of leading practitioners that comprise SEM organizations, including marketing, recruitment, and admissions; tuition pricing; financial aid; the registrar's role, academic advising; and, retention
• Includes up-to-date research on current issues in SEM including college choice, financial aid, student persistence, and the effective use of technology
• Guides readers creating strategic enrollment organizations that fit the unique history, culture, and policy context of your campus

Strategic enrollment management has become one of the most important administrative areas in postsecondary education, and it is being adopted in countries around the globe. The Handbook of Strategic Enrollment Management is for anyone in enrollment management, admissions, financial aid, registration and records, orientation, marketing, and institutional research who wish to enhance the health and vitality of his or her institution. It is also an excellent text for graduate programs in higher education and student affairs.

Autorentext

DON HOSSLER is a professor of educational leadership and policy studies at Indiana University at Bloomington. BOB BONTRAGER is senior director of Consulting and Strategic Enrollment Management Initiatives for the American Association of Collegiate Registrars and Admissions Officers (AACRAO).

Klappentext

The Handbook of Strategic Enrollment Management is the comprehensive text on the policies, strategies, and practices that shape postsecondary enrollments. Published with the American Association of Collegiate Registrars and Admissions Officers (AACRAO) with contributions from leading academics, researchers, and practitioners in the field, this volume combines relevant theories and research with applied chapters on the management of offices such as admissions, financial aid, and the registrar to provide an all-inclusive guide to the complex world of strategic enrollment management (SEM). SEM focuses on achieving enrollment goals, sustaining institutional revenue, and serving the needs of students. The guide provides insights into the ways strategic enrollment management is practiced across four-year institutions, community colleges, and professional schools. Offering more than an enhanced approach to admissions and financial aid, strategic enrollment management examines the student's entire educational cycle-from entry through graduation. This volume can help SEM professionals and graduate students interested in enrollment management to anticipate change as well as balance the goals of revenue, access, diversity, and prestige. The Handbook of Strategic Enrollment Management offers practical information on a wealth of topics including marketing, recruitment, and admissions; tuition pricing; financial aid; the registrar's role; academic advising; and retention. The contributors also include up-to-date research on current issues such as college choice, financial aid, student persistence, and the effective use of technology. In addition, the handbook shows how to create a strategic enrollment organization that fits the unique history, culture, and policy context of an individual campus. The Handbook of Strategic Enrollment Management is written for professionals charged with enrollment management, admissions, financial aid, registration and records, orientation, marketing, or institutional research and wish to enhance the health and vitality of their institutions. The handbook is also an excellent text for graduate programs in higher education and student affairs.

Inhalt

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 Copyrighted Material

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

Contents ix

Part V: the Important Back Room 375

**19 Delivering Effective Admissions Operations 377
** Jennifer DeHaemers and Michele Sandlin

**20 The Registrar of the Future 396
** David M. Sauter and Howard E. Shanken

**21 The Role of Financial Aid Operations in Fostering Student and Institutional Success 408
** Tom Green

**22 The Role of Technology in Supporting SEM 427
** Wendy Kilgore and Brent Gage

Part VI: Data, Policy, and Structures 447

**23 Campus-Based SEM Research 449
** Darin Wohlgemuth

**24 Tracking SEM Policy Trends 471
** Mike Reilly and Michelle Mott

**25 Strategic Thinking Enrollment Organizations 490
** Adam J. Herman

**26 Emerging SEM Organizations for Graduate and International Students 508
** Jay Goff and Monique Snowden

Part VII: Putting the Pieces Together 529

**27 Strategic Enrollment Planning 531
** Bob Bontrager and Tom Green

**28 Trends in Strategic Enrollment Manage…