A Buyers' Market: Too Many Colleges, Too Few Students

Almost every college now engages in some form of institutional promotion because there are too many colleges and universities and too few people of traditional college age. Although the best and most elite schools, such as Harvard and Yale, are more difficult to gain admission to than ever, the new...

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Bibliographic Details
Published in:Marketing news 1984-07, Vol.18 (15), p.14
Main Author: Williams, Dennis A
Format: Article
Language:English
Subjects:
Colleges & universities
Higher education
Market strategy
Marketing
Students
Online Access:Get full text
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Summary:Almost every college now engages in some form of institutional promotion because there are too many colleges and universities and too few people of traditional college age. Although the best and most elite schools, such as Harvard and Yale, are more difficult to gain admission to than ever, the new imbalance of supply and demand means that anyone with a Scholastic Aptitude Test score of 1,000 has an excellent chance of admission to a good college. To recruit the best possible students, many schools do market surveys to determine and promote their most marketable aspects. About 1,000 schools pay 14c per name to the College Board's Student Search Service for a computerized list of prospective students according to any combination of almost 20 variables. However, the biggest change is the redistribution of scholarship funds to attract academically outstanding students, whether or not they need financial assistance.
ISSN:0025-3790