Higher Education Lags in Use of Brand Management Techniques to Recruit High School Seniors

March 23, 2020

In this article, which appears in Volume 7, No. 4, of AACRAO’s SEMQ journal, AACRAO’s Director of Research and consultant Wendy Kilgore, Ph.D., and co-author Gary Orosy, an Adjunct Professor of Marketing at Southern Methodist University, explore the ways in which higher education institutions can better attract the students they seek. The authors identify the practices that lead to the highest rates of enrolled students. Universities that utilized a brand-management practice, such establishing a “brand” and being active on social media, are ultimately the most successful, Kilgore found. Click here to explore the entirety of their research.

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