Marketing of higher education does not have to include gimmicks, and promotion is only one segment of such a program. Marketing means understanding the institution's strengths and weaknesses, determining the kinds of students it can best serve, and deciding where these students can be found. (Author/JMD)

The process of screening and selecting new employees is viewed as one having discrete steps, each with implications concerning Equal Employment Opportunity and the Americans with Disabilities Act. Several screening and selection methods are examined, with questionnaire forms used by Indiana University, South Bend provided for illustration. Typical…