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Article Type

Professional Proficiency

Article Abstract

Related Issue:

This article explores the role of faculty members in developing and enhancing Strategic Enrollment Management (SEM) on North American postsecondary educational institutions. Researchers use a qualitative research design in which nine faculty members and ten chief enrollment managers at nineteen postsecondary institutions participated in individual interviews. Primary findings, resulting from a qualitative research design, include: a) the primary role of faculty in SEM is to provide quality instruction, serve as a consultative partner with SEM administration, support marketing and student recruitment, support student recruitment and success, and share higher-educational trends; b) faculty are important in implementing SEM strategies in such areas as academic advising, academic infrastructure, academic program reviews, faculty development, individual student interventions, institutional effectiveness, new-student orientation, student engagement, student recruitment, and student retention; and c) one of the best ways to engage faculty is to build faculty relationships, share data extensively, focus on student retention, and be open to faculty initiatives. Study limitations, implications and recommendations for professional practice as well as suggestions for further research are presented.

Author(s)

smith-c--smClayton Smith, Ed.D., is Associate Professor at the University of Windsor, where he teaches at both the undergraduate and graduate levels in the Faculty of Education. Dr. Smith served previously as an enrollment manager at four postsecondary
institutions in Canada and the United States. He is also Director of the AACRAO Strategic Enrollment Management Conference and Senior Consultant with AACRAO Consulting. Dr. Smith received an Ed.D. from Florida State University.

harris-l--smLisa Harris, Ph.D., is a Senior Consultant with AACRAO Consulting. She recently retired as Vice President for Enrollment Management at Sul Ross State University. Dr. Harris has served postsecondary educational institutions for more than 40 years
in administration, enrollment management, and student affairs. She is particularly skilled in strategic enrollment planning and the role of SEM in university administration. Dr. Harris received a Ph.D. from Louisiana State University.

References

Black, J. 2010. Creating a Retention Culture. Greensboro, NC: SEM Works.

Bontrager, B., and T. Green. 2015. Strategic enrollment planning. In Handbook of Strategic Enrollment Management, edited by D. Hossler, B. Bontrager, and Associates. San Francisco: Jossey-Bass.

Dolence, M. G. 1993. Strategic Enrollment Management: A Primer for Campus Administrators. Washington, D.C.: American Association of Collegiate Registrars and Admissions Officers.

Henderson, S. E. 2005. Refocusing enrollment management: Losing structure and finding the academic context. College and University.80(3): 3–8.

Henderson, S. E. 2012. The community of SEM. In Strategic Enrollment Management: Transforming Higher Education, edited byB. Bontrager, D. Ingersoll, and R. Ingersoll. Washington, D.C.: American Association of Collegiate Registrars and Admissions Officers.

Hogan, M. S. 1993. Enrollment Management Practices Within Two-year Private Colleges. Doctoral dissertation, Peabody College for Teachers of Vanderbilt University, Nashville, TN. Dissertation Abstracts International-A. 53(7): 2184.

Hossler, D. 1987. Enrollment management: Institutional applications. College and University.62(2): 106–116.

Kalsbeek, D. H. 2007. Reflections on strategic enrollment management structures and strategies (part three). College and University.82(3): 3–12.

Kemerer. F., J.V. Baldridge, and K. Green. 1982. Strategies for Effective Enrollment Management. Washington, D.C.: American Association of Collegiate Registrars and Admissions Officers.

Muston, R. A. 1985. Marketing and Enrollment Management in State Universities. Iowa City, IA: The American College Testing Program.

Pollock, C. R. 1987. Enrollment Management Structures and Activities at Four Year Institutions of Higher Education. Doctoral dissertation, University of Massachusetts, 1986. Dissertation Abstracts International-A. 48(2): 317.

Romano, C., and J. F. Connell. 2015. Faculty’s role in retention: A case study of change management at Ramapo College. Strategic Enrollment Management Quarterly. 3(3): 184–201.

Smith, C. 2000–2001. The relationship between institutional enrollment performance and enrollment management effectiveness factors. Journal of College Student Retention.2(4): 367–377.

Smith, C. 2007. Finding the Academic Context: The SEM Role for Faculty (white paper). Washington, D.C.: AACRAO Consulting.

Wallace-Hulecki, L. 2007. Creating the Conditions for Shared Responsibility of Enrollment Outcomes: Reframing Strategic Enrollment Management from the Academic Lens. Greensboro, NC: SEM Works.

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