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Head, Joe F.; Dunagan, Margaret W.; Hughes, Thomas M. – College and University, 2010
Many factors affect an institution's ability to provide campus visitors a high-quality experience: traffic, parking deterrents, street people, navigation mazes, concrete facades, and political agendas, among others. These challenges can be particularly significant for large public, metro, or suburban institutions. Changes as simple as the…
Descriptors: College Choice, Organizational Change, Relocation, College Admission
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Litten, Larry H.; Brodigan, David L. – College and University, 1982
Two thousand parents and 3,000 unrelated high school seniors were surveyed to learn their needs and preferences in getting information about colleges. Both groups have similar concerns: finances first, then academic factors. It is suggested that different media may be effective for sending different messages about institutions and programs. (MSE)
Descriptors: College Choice, Communication (Thought Transfer), Higher Education, Information Dissemination
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Simmons, Jeanne M.; Laczniak, Gene R. – College and University, 1992
The ideas of Williford (1987) are used to propose a four-stage model describing the evolution of marketing in many colleges and universities. It elaborates on the thinking endemic to strategic marketing management and frameworks drawn from business marketing which will likely become more prominent in higher education. (Author/GLR)
Descriptors: Admission (School), Advertising, College Administration, College Choice
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Marshall, John F.; Delman, Jeffrey M. – College and University, 1984
Potsdam College's development and implementation of a survey concerning the institution's public image to enhance enrollment planning and recruitment efforts is outlined. Results of the survey are analyzed in terms of the project's overall planning objective. (MSE)
Descriptors: Attitude Measures, College Choice, College Planning, Higher Education
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Sevier, Robert A. – College and University, 1994
Research suggests that students make their college choice based on their perceptions of the institution's image. Smart, aggressive, well-administered institutions see their image as their most significant asset and manage it carefully by prioritizing audiences, conducting market research, establishing clear goals, planning, and implementing the…
Descriptors: College Administration, College Choice, College Planning, Higher Education
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Anderson, Caitlin – College and University, 1994
This study analyzed the admissions materials sent by four major Midwestern research universities to each of four hypothetical prospective students (first- through fourth-year high school students). The material was analyzed on the basis of timeliness, personalization, pricing, image, and segmentation. (MDM)
Descriptors: College Admission, College Bound Students, College Choice, High School Students
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Oteri, Lisa A.; Malaney, Gary D. – College and University, 1990
A survey of 784 minority group applicants to the University of Massachusetts at Amherst who were accepted but did not enroll indicates that prospective students are very aware of racial incidents on campus and made college choice decisions based in part on that information. Black students were particularly affected. (MSE)
Descriptors: Black Students, College Applicants, College Choice, College Environment
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Huddleston, Thomas, Jr.; Karr, Mary Beth – College and University, 1982
A method used at Bradley University to assess the institution's public image consisted of a series of paired descriptive phrases through which potential students could compare the school with their ideal college in academic factors, location, size, campus, costs, and career placement. (MSE)
Descriptors: College Choice, Evaluation Methods, Expectation, Higher Education
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Maguire, John; Lay, Robert – College and University, 1981
A survey of 2,500 applicants accepted at Boston College in 1977 is used to develop two statistical models of student decision making for college choice. One model focuses on the decision-making process and the other on institutional image, and the two are compared. The results of the two models guide institutional policy in different directions.…
Descriptors: College Bound Students, College Choice, Decision Making, Higher Education
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Murphy, Patrick E. – College and University, 1981
The concept of family members assuming buying roles in various purchasing decisions is applied to parents and students in the college choice process. Prospective students (high school seniors) and their parents were surveyed in Milwaukee; the results and their implications for college marketing are discussed. (MSE)
Descriptors: College Bound Students, College Choice, Consumer Economics, High School Students