From Student Selection to Customer Acquisition

Christian Schierenbeck ()

Chapter Chapter 8 in Fixing Higher Education, 2013, pp 107-118 from Springer

Abstract: Zusammenfassung Chapter 7 explored ways to align institutions’ curricular offering with market needs. This chapter discusses the second step in the creation of educational impact – enrollment. After all, an effective curricular offering will not produce much educational impact if classrooms remain empty. The first section of this chapter portrays customer acquisition practices applied by business enterprises across different industries. The second section highlights the drawbacks of an institutional pursuit of selectivity. The final section explores enrollment practices designed to boost educational impact.

Keywords: High Education; Business Enterprise; Prospective Student; Traditional Institution; Incoming Student (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-658-00213-8_8

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DOI: 10.1007/978-3-658-00213-8_8

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