Enrollment Management in the Consumer Era: What We Say, What We Do, How We Do It, and Why

Somewhere between two and three million students graduate each year from high school, and a large percentage of these students look for options in higher education across a wide range of colleges and universities.

Let's go back to the early 1970s. It was once a fairly simple process to prepare well for college-level work. Just visit a few schools, apply to those that were an honest match for the student, and be accepted into one or two favorites. Going to college was seen as a pretty good deal, and without actually knowing the specific outcomes of a college degree, Americans were fairly comfortable believing that it almost ensured a better job, an enhanced career, or untold opportunities down the road. For most people, that was just good enough. The few who focused on the Ivies and a handful of other top schools almost seemed destined to attend, while many of us assumed someone on the "inside" made their path to acceptance easier than that of the average person.

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