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Articles: Marketing

Tom Ryan is vice-president of brand integration at Schneider Associates, an integrated marketing firm based in Boston.

If your marketing teams are not taking advantage of the multitude of ways to personalize digital content to increase lead capture, enrollment and retention, you may be seeing the impact in your acceptance and yield figures.

BUDDING LEARNERS—Lab-k program kindergartners sport their Bethel College pride for an event on campus.

There’s a new kind of nontraditional college student in America, with elementary school kids being seen increasingly on American higher ed campuses.

As textbook sales have declined, campus stores are relying on promotions to attract students who might not otherwise have a reason to visit.

The Johnson Cornell Tech MBA is conferred by the Samuel Curtis Johnson Graduate School of Management at Cornell University, but students don’t do all of their coursework at the Ithaca-based business school.

“Our Tech MBA is very unique in that our students are living and working with students from other [Cornell] programs in what we call ‘studio’ learning,” says Doug Stayman, associate dean at Cornell Tech and associate professor of marketing at the management school.

DOWN TO BUSINESS—Dean Idie Kesner (left) congratulates MBA for Educators graduate Casey Stansifer, a school district curriculum coordinator.

Applications to full-time, two-year MBA programs in the U.S. have been down since 2014, and this past fall, 64 percent of programs reported declines, says a survey report. 

LEARNING BY DOING—Students who are a best fit for New York Institute of Technology tend to enjoy hands-on problem-solving and can pursue programs such as electrical and computer engineering.

College admissions teams now go beyond zip codes and SAT scores to micromatch students who are most likely to apply to, enroll in and succeed at their institutions.

In what ways do you see colleges falling short in utilizing data to make better admissions recruitment and acceptance decisions? What kinds of data should they be using more of or better?

“Many colleges are not viewing their admissions decisions through the lens of retention and degree completion. Institutions should understand the profile of their most successful students, refine their recruiting strategy accordingly and ensure they are allocating their financial aid to maximize both yield and retention.”

—Darren Catalano, CEO, HelioCampus

In the case of philanthropy and communications staff, we both desire that our constituencies become enthusiastic supporters and advocates of our institution. It is imperative that these professionals become partners in every sense.  Here’s how.

Admissions, enrollment, marketing, retention and financial aid administrators surveyed generally have a sunny outlook about the student population in 2018.

What deep currents will shape this new year for higher ed digital marketers and communicators?

Here are seven things higher ed search leaders and administrators believe campus administrators must do in the coming year to get the job done.

Melissa Vito is the senior vice president for student affairs, enrollment management and strategic initiatives at the University of Arizona. 

What do successful models of career services look like? Here’s what I’ve learned at The University of Arizona.

Following the multiple hurricanes that struck the Gulf Coast this past September, several higher ed institutions used unmanned aerial vehicles or systems—or drones—to assess damage on campuses and beyond.

The investigations into election interference by Russian interests using Facebook and Twitter ads underscores the influence that digital advertising can have on opinions and behaviors.

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