An Enrollment Marketing Plan for Institutions of Higher Learning: An Update

Frank G. Bingham

Journal of Marketing for Higher Education, 1996, vol. 7, issue 2, 43-56

Abstract: The purpose of this paper is to present a timely marketing plan (or model), showing several strategies and contingency plans that might allow institutional leadership to act decisively and successfully during these difficult enrollment years. This plan exposes the reader to an orderly transfer from one enrollment marketing stage to the next logical stage. It permits the user the ability to exert some control over both the internal and external environment, and should help the user to better understand the delicate interaction that exists between activities and components critical to the enrollment process. This paper presents an updated presentation of previous work done by the author in this area.

Date: 1996
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DOI: 10.1300/J050v07n02_04

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