Handbook of Strategic Enrollment Management

Preface xi About the Editors and Contributors xvii About AACRAO xxiii PART I: SETTING THE CONTEXT 1 1 Origins of Strategic Enrollment Management 3 Don Hossler 2 Understanding the Context 18 Bob Bontrager and Don Hossler 3 Successful Strategic Enrollment Management Organizations 31 Don Hossler, David H. Kalsbeek, and Bob Bontrager PART II: CHOICE, MARKETS, AND ADMISSIONS 47 4 Understanding Student College Choice 49 Eunkyoung Park and Don Hossler 5 Markets and Market Niches 77 David H. Kalsbeek and Brian Zucker 6 Admissions and Recruitment Marketing 103 Tom Hayes 7 Understanding Transfer and Articulation: Implications for Enrolling Transfer Students 124 Bruce Clemetsen, Lee Furbeck, and Alicia Moore 8 How Admission Decisions Get Made 147 Jerome A. Lucido PART III: PRICING AND FINANCIAL AID 175 9 Economic Perspectives on Pricing and What It Means for SEM 177 Gabriel R. Serna and Matthew Birnbaum 10 Understanding Financial Aid and Its Effects on Student Enrollments and Institutional Finance 196 Jacob P. K. Gross 11 Using Campus-Based Financial Aid Strategically 213 Stephen Brooks 12 Budgets, Aid, and Enrollments 228 Guilbert L. Brown and Jacob P. K. Gross PART IV: STUDENT RETENTION, PERSISTENCE, AND SUCCESS 245 13 New Context for Retention and Persistence 249 Doug Shapiro and Afet Dundar 14 Models of Student Retention and Persistence 268 Amy S. Hirschy 15 Students at Risk in Residential and Commuter Colleges and Universities 289 John M. Braxton, Harold V. Hartley III, and Dawn Lyken-Segosebe 16 The Persistence of Students of Color 311 Willis A. Jones 17 Nontraditional Students and Student Persistence 333 Mary K. Hutchens 18 The Role of the Institution in Increasing College Student Persistence 351 Mary Ziskin, Jerome A. Lucido, Jacob P. K. Gross, Donald Hossler, Emily Chung, and Vasti Torres PART V: THE IMPORTANT BACK ROOM 375 19 Delivering Effective Admissions Operations 377 Jennifer DeHaemers and Michele Sandlin 20 The Registrar of the Future 396 David M. Sauter and Howard E. Shanken 21 The Role of Financial Aid Operations in Fostering Student and Institutional Success 408 Tom Green 22 The Role of Technology in Supporting SEM 427 Wendy Kilgore and Brent Gage PART VI: DATA, POLICY, AND STRUCTURES 447 23 Campus-Based SEM Research 449 Darin Wohlgemuth 24 Tracking SEM Policy Trends 471 Mike Reilly and Michelle Mott 25 Strategic Thinking Enrollment Organizations 490 Adam J. Herman 26 Emerging SEM Organizations for Graduate and International Students 508 Jay Goff and Monique Snowden PART VII: PUTTING THE PIECES TOGETHER 529 27 Strategic Enrollment Planning 531 Bob Bontrager and Tom Green 28 Trends in Strategic Enrollment Management 549 Don Hossler 29 Ethics and Strategic Enrollment Management 565 Marc M. Camille 30 Summing Up: The Present and Future Tense for SEM 585 Don Hossler and Bob Bontrager Name Index 591 Subject Index 603