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Dr. Thomas Huddleston is vice president for marketing, com- munications, and admissions at the University of Central Flor- ida (UCF) in Orlando. He leads the development of university marketing, news and public information, new student enroll- ment, and student financial assistance. Recently, Huddleston led the University in a successful branding campaign. He joined UCF in 1993. The University has grown to the second largest institution in the nation, enrolling almost 49,000 students.
Previously, Huddleston led one of the most comprehensive enrollment organizations in the country when he merged student affairs with enrollment services. This configuration has enabled Huddleston to influence student retention through many strategies and tactics that have an impact on students' ability to succeed.
The "godfather" of enrollment management, Huddleston has served in public and private sectors in the Southwest, Northeast, Middle Atlantic and South. A pioneer in the use of fundamental marketing techniques in higher education; he was one of the first to leverage marketing concept for the reorganization and integration of primary units to increase and retain student enrollments.
Dr. Huddleston is a frequent presenter at conferences and institutes throughout the United States. He has authored many articles and textbook chapters on enrollment management and marketing.
YOU HAVE BEEN REFERRED TO AS THE "GODFATHER" OF ENROLLMENT MANAGEMENT. WHAT ARE SOME OF THE ACCOMPLISHMENTS THAT YOU ATTRIBUTE TO THIS RECOGNITION?
Early in my career, I developed a passion for marketing. At that time, no one was writing about marketing in higher education. I became intrigued by one author, Phil Kotier, a prominent professor and author of several marketing books at the Kellogg College of Business, Northwestern University. My doctorate focused on higher education and communications. My graduate study and Kotier s books led me to begin conceptualizing, writing, and speaking about the place of marketing in the college admissions process and in other student service areas within higher education. Beginning in the mid 1970s, my publications and presentations focused on marketing plan development, market research, segmentation, pricing, integration of the admissions and financial aid offices, the adult student, student retention, and institutional image. Importantly, most of my comments and examples were based on programs that had been developed at campuses where I was employed.
Part of my enthusiasm was spurred by...