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Article Type

Professional Proficiency

Article Abstract

Related Issue:

Jack Maguire proclaimed in his classic article, detailing Boston College’s enrollment management (EM) design, that “to the organized go the students.” Since the inception of EM in the 1970s, college and university leaders have perpetuated structuralist approaches to EM, which are often reflected in persistent debates about the ideal collection and organizational placement of EM functions under either an administrative or academic C-level executive. This article acknowledges the structural beginnings and inherent functional aspects of SEM, but also challenges SEM researchers and practitioners to expand their theoretical frames, analytical lenses, organizational conclusions, and individual actions toward more effectively realizing SEM practices and professions in the academic context. To that end, the author promotes an academic orientation to SEM and the strategic repositioning of the 21st century collegiate registrar in a SEM context.

Author(s)

Monique L. Snowden, Ph.D., is the vice president for institutional planning and effectiveness at Fielding Graduate University, where she also holds an adjunct faculty appointment in the School of Human and Organizational Development. Her writings on strategic enrollment management are informed by having served as the inaugural associate provost for enrollment management at Fielding, assistant dean of enrollment management at Northwestern University School of Professional Studies, and director of enrollment research and technology at Texas A&M University.

She recently completed a two-year appointment as Fielding’s accreditation liaison officer with its regional accreditor, the WASC Senior College and University Commission (WSCUC). Monique has served as a WSCUC-selected site team visitor for initial accreditation, education effectiveness review, and special visits. She is currently serving a three-year appointment as a member of the WSCUC Interim Report Committee.

Monique is a 2014–2015 American Council on Education (ACE) Fellow. She is being hosted during her fellowship year at California State Polytechnic University, Pomona (Cal Poly Pomona) and by EDUCAUSE—the foremost community of higher education IT leaders and professionals. Monique earned her Ph.D. in communication, with an emphasis in organizational communication, from Texas A&M University.

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