Week 2 – Prospects and Recruits Activity 2.2: Best Practices in Marketing and Recruiting


This week begins a series of best practices papers that allow you to explore the most current information on the topics we are discussing. This week, we are looking at best practices in marketing institutions and recruiting college students.

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Activity Instructions
Part 1: Describe three best practices in marketing and recruiting college students.
Research current best practices in marketing institutions and recruiting college students.
Select three best practices and summarize each practice.
Which departments would be part of the process? What would their role be?
What data is utilized in these processes and how is it obtained? Select at least one trend that utilizes predictive data.
How does the practice relate to upcoming demographic shifts?
Part 2: Strategic Enrollment Goal
Select an institution for which you want to explore possible strategic enrollment goals for the rest of this semester. Write one brief paragraph about the institutional size and type noting any important characteristics for understanding the recommendations.
Which departments would be part of the process? What would their role be?
From the three best practices that you described, choose one related goal for the selected institution. Answer the following questions regarding that goal:
Why did you choose this goal for this institution?
Who would be involved in making this goal happen?
How would this be accomplished?
When do you think the organizations would see a benefit from this initiative?
Writing and Submission Requirements
3-4 pages (approx. 300 words per page), not including title page or references page
1-inch margins
12-point Times New Roman font
Title page with topic and name of student
References page (minimum of 3 resources)
For standard requirements, review the Discussion and Written Assignment Expectations.
For specific grading details, see the Written Analysis Grading Rubric.
Tips for Success

This is the first building block for your final paper. You will select three best practices from the strategic enrollment goals in weeks 2-6. While the first part of the paper sets the scene, make sure you allot sufficient time to fully develop the response to the second prompt as it will assist your final paper preparation. Your last paragraph will be about the same institution throughout weeks 2-6.

Weekly Learning Goal(s): 1, 2, 3
Describe how universities market their institution and recruit students (CLO 4).
Identify current trends in marketing and recruiting college students (CLO 1, 4).
Describe the role of predictive data and modeling in selecting prospects and recruits (CLO 1, 3, 4).

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