Welcome to the new AACRAO website. While the site is live, development is ongoing, visitors can expect updates and new features in the weeks ahead.

Mobile Nav
Log in
Join
Get Involved

You must be logged in to view this content. Please login or learn more about joining AACRAO. If you have any questions or experience any issues logging in, please reach out to us atmembership@aacrao.org.

Log In Join

Topics

,

Article Type

Professional Proficiency

Article Abstract

Related Issue:

Strategy and research are essential parts of strategic enrollment management (SEM), yet little information exists regarding how to use research and predictive analytics for effective strategy. It is often easier to react to what is happening in the moment, rather than be proactive in predicting the future or developing long-term plans. This article demonstrates how to integrate enrollment research into effective strategy. In enrollment management, statistics and research are the keys to unlocking effective change and leveraging potential. Conversion rates, yield rates, graduation rates, and more are based soundly in statistics. While basic training in statistics is important for every enrollment manager, it is not necessary to be an expert to use them effectively in leadership. An effective and efficient operation comes from having the right tools and people in place to get needed information. This article intends to provide guidance on how to put those people and tools in place.

Author(s)

hutton-a--smAmy Hutton, Ph.D., served for many years as the Director of Enrollment Research and Evaluation at Virginia Commonwealth University, as well as an adjunct professor of statistics in the Ph.D. in Education program. She has extensive expertise in
quantitative, qualitative, and mixed-methods research, as it relates to strategic enrollment management. For her innovative approaches to leveraging research in higher education, she was awarded the National Student Clearinghouse Outstanding
Research Award at the AACRAO Strategic Enrollment Management Conference in 2020. Prior to her work in enrollment research, Dr. Hutton served as a professional stage manager, assistant professor of theatre, and director of admissions. Dr. Hutton
holds a Ph.D. in Education: Research and Evaluation and a M.F.A. in Theatre Pedagogy from Virginia Commonwealth University, as well as a B.M.A. in Music and Communications from DePauw University. Dr. Hutton’s research interests focus on improving
success outcomes for underrepresented student populations, developing personalized marketing strategies, and effectively leveraging financial aid to improve student success. Dr. Hutton currently serves as the Assistant Vice President for
Enrollment Management at The University of Alabama.

References

Bontrager, B. 2004. Enrollment management: An introduction to concepts and structures. College and University. 79(3): 11–16.

DesJardins, S. L., D. A. Ahlburg, and B. P. McCall. 1999. An event history model of student departure. Economics of Education Review. 18(3): 375–390

AACRAO. See American Association of Collegiate Registrars and Admissions Officers.

American Association of Collegiate Registrars and Admissions Officers. 2021. Essentials of Strategic Enrollment Management.

Gardner, L. 2019. Weathering the storm. In The Looming Enrollment Crisis. Washington, D.C.: The Chronicle of Higher Education.

Goenner, C. F., and K. Pauls. 2006. A predictive model of inquiry to enrollment. Research in Higher Education. 47(8): 935–956.

Grawe, N. D. 2018. Demographics and the Demand for Higher Education. Baltimore, M.D.: John Hopkins University Press.

Hossler, D., and B. Bontrager. 2014. Handbook of Strategic Enrollment Management. San Francisco: John Wiley & Sons.

Kelderman, E. 2019. A turbulent future for enrollment. In The Looming Enrollment Crisis. Washington, D.C.: The Chronicle of Higher Education.

WICHE. See Western Interstate Commission for Higher Education.

Western Interstate Commission for Higher Education. 2021. Knocking at the College Door. Boulder, CO: Author.

Yost Jr, M., and S. L. Tucker. 1995. Tangible evidence in marketing a service: The value of a campus visit in choosing a college. Journal of Marketing for Higher Education. 6(1): 47–68.

Related Posts

See all Posts