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:

Colleges and universities are increasingly seeking innovations to enhance their strategic enrollment management (SEM) outcomes and processes (Bontrager 2008, Bontrager, Ingersoll and Ingersoll 2012). Linking SEM with systemic institutional strategic planning and assessment processes can enhance those outcomes and processes through integrated planning, funding prioritization, synergies in data analytics, and capacity building in key areas such as undergraduate and graduate admissions, marketing, student retention initiatives, and data-driven financial aid. This article describes a four-step process and specific strategies for linking SEM with systemic assessment and strategic planning processes that keep the planning process effective and collaborative while promoting an institution-wide culture of SEM.

Author(s)

hornor-t--mdTara Hornor currently serves as Associate Professor and Coordinator of Higher Education Leadership programs in The Citadel’s Zucker Family School of Education. Her professional background includes experience in a variety of administrative positions in higher education including service as an associate provost and leadership positions in academic affairs, student affairs, enrollment management, and institutional research. Hornor holds a Ph.D. in Higher Education Administration from the University of Arizona and master’s degrees in school counseling, instructional design, and human resource management.

References

Bontrager, B. 2008. SEM and Institutional Success: Integrating Enrollment, Finance, and Student Access. Washington, D.C.: American Association of Collegiate Registrars and Admissions Officers.

Bontrager, B., D. Ingersoll, and R. Ingersoll, R. 2012. Strategic Enrollment Management: Transforming Higher Education. Washington, D.C.: American Association of Collegiate Registrars and Admissions
Officers

Hernon, P., R. E. Dugan, and C. Schwartz. 2006. Revisiting Outcomes Assessment in Higher Education. Westport: CT: Libraries Unlimited.

Hinton, K. 2012. A Practical Guide to Strategic Planning in Higher Education. Ann Arbor, MI: Society for College and University Planning.

Hossler, D., and B. Bontrager. 2014. Handbook of Strategic Enrollment Management. San Francisco: Jossey-Bass Higher and Adult Education, First Edition.

Hossler, D., J. Schmit, and N. Vesper. 1999. Going to College: How Social, Economic, and Educational Factors Influence the Decisions Students Make. Baltimore, MD: Johns Hopkins Press.

Hundrieser, J. 2012. Strategic Enrollment Planning: A Dynamic Collaboration. Centennial, CO: Noel-Levitz.

McLaughlin, G. W., and J. S. McLaughlin. 2007. The Information Mosaic: Strategic Decision Making for Universities and Colleges. Washington, D.C.: Association of Governing Boards.

Society for College and University Planning. 2018. Evolution of higher education. Trends for Higher Education. Spring 2018.

Strike, T. 2017. Higher Education Strategy and Planning. Abingdon-on-Thames, England, UK: Routledge.

Suskie, L. 2018. Assessing Student Learning: A Common Sense Guide, 3rd ed. San Francisco: Jossey-Bass.

Related Posts

See all Posts