IDEAS home Printed from https://ideas.repec.org/a/taf/jmkthe/v20y2010i1p135-143.html
   My bibliography  Save this article

The small college enrollment officer: relationship marketing at work

Author

Listed:
  • Brian A. Vander Schee

Abstract

Prospective college students regularly read in promotional literature that the college experience is personal and unique to each individual. However, if their experience in the recruitment process proves otherwise it is difficult to convince students that they can each have a personal relationship with the institution. Small colleges can overcome this barrier by utilizing relationship marketing in recruitment, namely seller expertise, communication, interaction frequency and relationship benefits, via the enrollment officer model to meet enrollment goals. This article describes the model based on relationship marketing and enrollment management theory. Results from implementing the model at two small colleges showed an increase in admissions yield, first-year retention and employee job satisfaction.

Suggested Citation

  • Brian A. Vander Schee, 2010. "The small college enrollment officer: relationship marketing at work," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 20(1), pages 135-143, June.
    • Handle: RePEc:taf:jmkthe:v:20:y:2010:i:1:p:135-143
    DOI: 10.1080/08841241003788177
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1080/08841241003788177
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1080/08841241003788177?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

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

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Adam Malešević & Dušan Barać & Dragan Soleša & Ema Aleksić & Marijana Despotović-Zrakić, 2021. "Adopting xRM in Higher Education: E-Services Outside the Classroom," Sustainability, MDPI, vol. 13(14), pages 1-20, July.
    2. P. Jesse Rine & Joshua T. Brown & James M. Hunter, 2021. "How Institutional Identity Shapes College Student Recruitment: The Relationship Between Religious Distinctiveness and Market Demand," American Journal of Economics and Sociology, Wiley Blackwell, vol. 80(1), pages 133-159, January.

    More about this item

    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:taf:jmkthe:v:20:y:2010:i:1:p:135-143. 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: Chris Longhurst (email available below). General contact details of provider: http://www.tandfonline.com/WMHE20 .

    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.