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Topics

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Article Type

Professional Proficiency

Article Abstract

Related Issue:

Modern American higher education has blurred lines and roles of academic affairs, student affairs, and enrollment professionals. In a climate that pushes us to be assessment-driven, collaborative, outcomes-orientated, and student-centered, it is key that we have tools to clearly analyze our own campus culture and structures. Many of the areas that we teach in the higher education setting, such as cross-cultural theory and business process, can prove helpful when applied to our own campuses. These theoretical frames can assist higher education practitioners to make genuine assessments as to campus readiness for change and create solid plans for how to achieve next goals.

Author(s)

Thomas Willoughby serves as vice chancellor for Enrollment at the University of Denver where he overseas undergraduate admission and financial aid.

Greg Eichhorn’s educational background includes a B.S. in marketing from Fairfield University with a minor in economics and an M.B.A. in management from Hofstra University. He has served the Albright College community for the last 20 years, currently serving as the vice president of Enrollment Management and dean of Admission. He provides oversight for the admission, financial aid, retention, conferences, and athletics departments. In addition to his on-campus duties, he served as the fiscal oversight chair for the National Association for College Admission Counseling (NACAC) and is the former president of the Pennsylvania Association for College Admission Counseling (PACAC). He also sits on a number of community boards and coaches several youth sports.

Madeleine Eagon Rhyneer currently serves as vice president for Enrollment at Susquehanna University. She previously served as vice president for Enrollment Management at Albion College, and at Willamette and DePauw Universities where she also managed strategic communications. She served her alma mater, Whitman College, as director of Admission as well. Rhyneer is a past elected member of the College Board’s Board of Trustees where she chaired the Committee on Membership, chaired the Western and Midwestern regions of the College Board, and chaired the Common Application Steering Committee among others. A frequent presenter at national conferences, Rhyneer enjoys the intersection between market and finance in enrollment management.

References

Appelbaum, B. 2012. Family net worth drops to level of early ’90s, Fed says. The New York Times. June 11.

BLS. See U.S. Bureau of Labor Statistics.

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

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

Clark, Elizabeth. 2004. Direct marketing & direct response in undergraduate admission. In Student Marketing for Colleges and Universities, edited by R. Whiteside. Washington, D.C.: American Association of Collegiate Registrars and Admissions Officers.

Clinedinst, M.E., S.F. Hurley, and D.A. Hawkins. 2013. The State of College Admission. Arlington, VA: National Association for College Admission Counseling.

NACUBO. See National Association of College and University Business Officers.

National Association of College and University Business Officers. 2012. 2012 Tuition Discounting Survey. Washington, D.C.: Author.

Prescott, B.T., and P. Bransberger. 2012. Knocking at the College Door: Projections of High School Graduates, 8th Edition. Boulder, CO: Western Interstate Commission for Higher Education.

SHEEO. See State Higher Education Executive Officers.

State Higher Education Executive Officers. 2013. State Higher Education Finance FY 2012. Boulder, CO: Author.

The Chronicle of Higher Education. 2011. Almanac of Higher Education 2011. Washington, D.C.: Author.

U.S. Bureau of Labor Statistics. 2013. Current Population Survey. Washington, D.C.: Author.

Whiteside, R. 2004. The development of tactics and planning for execution of tactics. In Student Marketing for Colleges and Universities, edited by R. Whiteside. Washington, D.C.: American Association of Collegiate Registrars and Admissions Officers.

Endnotes

  1. Several different financial metrics may be used to calculate ROI. Each will provide a different level of insight into program performance. The revenue variations include freshman-year net (of institutionally funded financial aid) tuition and fee revenue, lifetime net tuition and fee revenue, freshman and lifetime gross tuition and fee revenue, and the related variations of tuition, fee, room, and board combined revenues.

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