Regional public university chief marketing officers' perceptions of best practices for addressing the enrolment cliff

Carrie Phillips and Stephanie Jones
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Carrie Phillips: Chief Communications and Marketing Officer, University of Arkansas at Little Rock, USA
Stephanie Jones: Professor, Higher Education, Associate Vice President of Research & Innovation, Texas Tech University, USA

Journal of Education Advancement & Marketing, 2024, vol. 9, issue 2, 160-170

Abstract: Higher education institutions rely on student enrolments to generate revenue through tuition and fees. The next decade will bring a significant enrolment drop for many institutions because of several factors, including birth-rate declines and demographic shifts. The projected enrolment decline has been called the enrolment cliff due to the impact on colleges and universities that will face a major revenue loss if enrolments decline as predicted. This case study explores chief marketing officers' perceptions of best practices at regional public universities that must be addressed to utilise marketing to help mitigate the enrolment cliff.

Keywords: enrolment cliff; regional public universities; RPUs; marketing; chief marketing officer; CMOs; branding (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2024
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