This paper argues that a data-driven, niche-focused approach to strategy development will assist Higher Education Institutions to direct their financial resources to greater effect by providing a more tailored service to students, therefore, increasing student satisfaction and creating brand loyalty. This approach will give institutions greater…

The 2014 Thought Leaders Symposium, sponsored in part by DTZ, a UGL company, and Jacobs, focused on the issues and challenges related to leveraging campus facility assets to achieve desired institutional outcomes. More than three dozen higher education leaders--including presidents, provosts, business officers, consultants, association executives,…

Web analytics measure, collect, analyze, and report Internet data that help website managers improve the effectiveness of the site and its marketing efforts by allowing them to better understand how users interact with the site. Applying this data can help drive the right people to the website and keep them there. According to Joshua Dodson, Web…

This study seeks to extend the literature on higher education enrollment patterns during times of recession by examining patterns of enrollment and successful course completion in one of the world's largest higher education systems--the California Community College system. The data are drawn from publicly available data sources on the web. CCC…

For many it's a dollars and cents issue; for others, it's a heritage or spiritual issue. In reality campus heritage is both a spiritual and a monetary/economic issue. Some say that heritage should reflect institutional values, tradition, academic stature, and the role graduates have played in society, and others cast aside tradition and pay…

The creation of "Higher Education Corporations" in the United Kingdom is discussed within the context of what one Polytechnic has done in creating a Decision Support System to address the problems found in resource management, cost control, and competitive bidding. A summarization is included of the actions taken by the Polytechnic in…

The use of strategic long-range planning at Carnegie-Mellon University (CMU) is discussed. A structure for strategic planning analysis that integrates existing techniques is presented, and examples of planning activities at CMU are included. The key concept in strategic planning is competitive advantage: if a university has a competitive…

Institutions increasingly use alumni feedback in such areas as program review, curricular planning, budget allocation, student assessment, services, and recruitment. The Ohio University alumni research program is described. (MLW)

Over the past thirty years, considerable research has been conducted to understand the issues that affect a student's choice of a higher education institution. Past research has focused on understanding the phases of the decision process and the personal, financial, and environmental factors that influence institutional choice. Many of these…

A study investigated the appropriateness of colleges awarding student aid based on student recruitment objectives as contrasted with traditional need analysis. Subjects were 1,658 prospective students who applied for financial aid at a mid-sized comprehensive university. Results indicate that traditional aid policies are effective in attracting…

The potential value of marketing principles to help solve educational problems in higher education is addressed. Four variables that are within the decision power of those in higher education and those in the commercial world are the product, distribution, promotion, and price. The marketing concept demands that policies be built on a base of…

The usefulness of marketing functions as they relate to higher education enrollment and financial problems is addressed, and proven marketing principles that have been violated by higher education decision-makers are considered. It is suggested that a college or university operation can be examined within the same context as any product…