There are two keys to effective student recruitment: creativity in seeking applicants and mobilization of institutional support for the admissions program. To survive the 1980s unscathed, the small college must have a talented admissions director and a president who can marshall the college's resources behind the admissions program. (MSE)

Three major types of market research can be helpful in college marketing: exploratory (internal and external to the college); developmental, to test marketing strategies and messages; and evaluative, to complete the market planning cycle. Increasingly sophisticated and accountable marketing techniques can be developed. (MSE)

An overview of Hispanics' poor standing in higher education, insight into Hispanic demographics, and some of the reasons why Hispanics are often unprepared for college are discussed. Hispanics are seen as not being recruited by colleges in large numbers and not encouraged to continue beyond a two-year degree. (MLW)

A study of the effects of Swedish student aid reform on individuals born in 1948 shows that the aid has been important for both recruitment and retention, especially for lower socioeconomic strata, and has been the most important source of student financial support. (Author/MSE)

A marketing information system approach for college admissions is outlined that includes objectives, information needs and sources, a data collection format, and information evaluation. Coordination with other institutional information systems is recommended. (MSE)

Analyzes an affirmative action questionnaire sent to counselor education programs asking respondents to identify activities used to recruit, admit, and support members of four minority groups. Results indicate that in the absence of federal mandates, counselor education programs engage in a limited number of affirmative action activities. (Author)

One hundred seventy-five Black graduates responded to a survey about their educational experience at the University of Georgia and their perceptions about attracting more minority students to the school. A related study appeared in the December 1980 issue of this journal. (See EJ 239 713.) (Author/SJL)

Explores primary prevention as an integral part of community mental health practice. Considers the impact of primary prevention on the fundamental tasks of mental health administrators. Suggests ways of overcoming anticipated dilemmas. (RC)

Discusses factors involved in the decision to use electronic media in educational marketing. Explains the use of public service programing and paid commercials, including the information needed from the station, the possibility of in-house production, and methods of choosing the medium and air time to purchase. Mentions alternative media and…

Examines the factors that are discouraging academically able college students from becoming secondary teachers. The author argues that teacher education should remain a university-based activity in order to attract better students and to ensure that these students will be academically prepared to educate children in common schools adequately. (SR)

Offers ideas to encourage working engineers to pursue their education and to support engineers who teach. A market-sensitive plan is advocated whereby stipend and salary supplements from industry are collected and allocated by engineering societies, adding little to industrial salary costs while adding greatly to resources of beleaguered schools.…

An experiential program designed to attract minority students to health careers and to affect the supply and distribution of health manpower in a medically underserved area is described. A six-year follow-up study of participants and a matched comparison group of nonparticipants indicate the value of the program. (Author/MLW)

Starting programs for new kinds of adult students without delay is one of the urgent actions recommended for the college by a college president widely known for his success in this area. (Author)

Higher education in the 1980s and the early 1990s will change as a result of reductions in the number of Americans reaching the traditional college enrollment age. In order to survive in the coming decades, many colleges and universities are making an effort to appeal to segments of the population that are not within the traditional age range. (JN)

At Brown University, continuing education programs have contributed to the diversification of alumni programs and have attracted previously uninvolved alumni. Benefits of alumni education programs, program formats, and advice are discussed. (JMD)