The RESEARCH Agenda

A Professional Body of Knowledge for a Nascent Profession

Little attention has been given to identifying the professional bodies of knowledge or expertise that should be possessed by entering, early career, or senior SEM staff members. Using a multi-method research approach that included both a national survey and a modified Delphi Technique involving senior enrollment and admissions professionals, we examine the domains of knowledge/expertise in which enrollment management personnel need more education and training. In addition, this study reports on the preferred levels of education for the preparation of enrollment management personnel. The results reveal that a master’s degree in enrollment management, followed by a doctorate in enrollment management, are the preferred levels of educational preparation for gaining SEM expertise. The domains of knowledge garnered from these studies include: strategic planning, the analysis and use of SEM relevant research, marketing, admissions models and practice, financial aid, budgeting, campus leadership, diversity, student retention, and campus leadership. This study closes with a discussion of the implications for the formal educational preparation of future enrollment managers.

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