IDEAS home Printed from https://ideas.repec.org/a/aza/jeam00/y2024v9i2p160-170.html
   My bibliography  Save this article

Regional public university chief marketing officers' perceptions of best practices for addressing the enrolment cliff

Author

Listed:
  • Phillips, Carrie

    (Chief Communications and Marketing Officer, University of Arkansas at Little Rock, USA)

  • Jones, Stephanie

    (Professor, Higher Education, Associate Vice President of Research & Innovation, Texas Tech University, USA)

Abstract

Higher education institutions rely on student enrolments to generate revenue through tuition and fees. The next decade will bring a significant enrolment drop for many institutions because of several factors, including birth-rate declines and demographic shifts. The projected enrolment decline has been called the enrolment cliff due to the impact on colleges and universities that will face a major revenue loss if enrolments decline as predicted. This case study explores chief marketing officers' perceptions of best practices at regional public universities that must be addressed to utilise marketing to help mitigate the enrolment cliff.

Suggested Citation

  • Phillips, Carrie & Jones, Stephanie, 2024. "Regional public university chief marketing officers' perceptions of best practices for addressing the enrolment cliff," Journal of Education Advancement & Marketing, Henry Stewart Publications, vol. 9(2), pages 160-170, September.
    • Handle: RePEc:aza:jeam00:y:2024:v:9:i:2:p:160-170
    as

    Download full text from publisher

    File URL: https://hstalks.com/article/8627/download/
    Download Restriction: Requires a paid subscription for full access.
    File URL: https://hstalks.com/article/8627/
    Download Restriction: Requires a paid subscription for full access.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Keywords

    enrolment cliff; regional public universities; RPUs; marketing; chief marketing officer; CMOs; branding;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aza:jeam00:y:2024:v:9:i:2:p:160-170. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Henry Stewart Talks (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.