John Wiley & Sons with AACRAO
Reviewed by: Christine Oka, Research & Instruction, Northeastern University
Libraries, Boston, MAStrategic Enrollment Management Quarterly
) is published by John Wiley & Sons with the American Association of Collegiate Registrars and Admissions Offices (AACRAO). Administrators in higher education grapple with the term, ‘strategic enrollment management,’ the process “designed to help an institution achieve and maintain optimum enrollment, where optimum is defined within the academic context of the institution. It’s a concept and process that enables the fulfillment of institutional mission and students’ educational goals.” In the latest issue of SEMQ
, this process is documented in “Developing and Implementing a SEM Plan--One University’s Journey” describing what took place at University of the Fraser Valley (UFV) in British Columbia, Canada. The article is a case study involving collaboration, planning, and strategizing for change throughout the organization. The take-away, while one size does not fit all institutions, is that the outreach to potential students does not stop with recruitment and admission. Other institutional departments are brought in for orientation, first year experience and student engagement programs for retention and, eventually, graduation. SEMQ
does bridge the gap between the theoretical and the practical. Articles in recent issues reflect institutional interest in international, or global, students, such as “Visa and Immigration Trends: A Comparative Examination of International Student Mobility in Canada, Australia, the United Kingdom, and the United States” and “International Student Success.” The urgency is well-founded with reports of prospective international students considering higher education in other English-speaking countries such as Canada and Australia, with their more relaxed visa requirements, work rules, and paths to citizenship. Related to citizenship, the article “Undocumented Students and Strategic Enrollment Management: Guidance and Considerations for Finance, Policy, and Inclusive Practice” identifies guidelines and best practices “to better enable SEM professionals, some of whom may have little experience working with undocumented students, to better serve this population and the underlying goals of equity, access, and diversity.” The journal is covering these issues in response to headline news.
The journal also contains articles about adopting and adapting business practices. For example, integrating the use of data for predictive analysis along with customer relationship management (CRM) technology to determine the optimal enrollment, based on institutional goals in “Seamless Integration of Predictive Analytics and CRM within an Undergraduate Admissions Recruitment and Marketing Plan. The abstract explains, “Predictive modeling, while highly quantitative, is a terrific way to utilize empirical data and mathematical analysis in a way that better encapsulates past and current student behavior. . . . By looking back longitudinally, one is able to more effectively discern those variables or parameters that predict student behavior.” The relationship marketing, or CRM piece, builds on how businesses connect with their customers. Students are considered customers to colleges and universities which “have complex communication plans in place that seek to do exactly what business pursues in its customers--build brand loyalty” and develop interest and commitment to the school with “email messages, social media, physical marketing materials.” Successful CRM integrates carefully crafted marketing with technology.
Articles will be of interest to enrollment management professionals and to researchers in business, higher education, and organizational behavior. The price is fairly steep, but considering an institution’s bottom line, and how colleges and universities are increasingly become business entities, many admissions programs may want to spring for this one.
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