Strengthening Strategic Enrollment Management through Institutional Strategic Planning and Assessment
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.
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