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Purpose – This chapter aims to provide an overview of the use of strategic enrolment management at DePaul University in Chicago.

Design/methodology/approach – A case study approach is used to provide an analysis of strategic enrolment management (SEM) and its particular use at DePaul University in the context of the university's long-standing commitment to student access.

Findings – As the United Kingdom moves to a more market-based system of higher education, universities may need to pay closer attention to strategic enrolment management concepts and practices. While enrolment management has been criticised for reflecting a wider movement toward ‘marketisation’ in higher education, the experience at DePaul University in Chicago indicates that SEM has played an important role in clarifying the university's commitment to student access during a period of environmental and institutional change.

Originality/value – This chapter sets DePaul's experience within the wider development of SEM in the United States and illustrates some of the ways in which enrolment managers at the university have been able to balance a mission-based commitment to student access with other institutional goals and priorities.

University rankings and metrics have become an increasingly prominent basis of student decisions, generalized university reputation, and the resources university’s attract. We review the history of metrics in higher education and scholarship about the influence of ranking on the position and strategic behavior of universities and students. Most quantitative analyses on this topic estimate the influence of change in university rank on performance. These studies consistently identify a small, short-lived influence of rank shift on selectivity (e.g., one rank position corresponds to ≤1% more student applicants), comparable to ranking effects documented in other domains. This understates the larger system-level impact of metrification on universities, students, and the professions that surround them. We explore one system-level transformation likely influenced by the rise of rankings. Recent years have witnessed the rise of enrollment management and independent educational consultation. We illustrate a plausible pathway from ranking to this transformation: In an effort to improve rankings, universities solicit more applications from students to reduce their acceptance rate. Lower acceptance rates lead to more uncertainty for students about acceptance, leading them to apply to more schools, which decreases the probability that accepted students will attend. This leads to greater uncertainty about enrollment for students and universities and generates demand for new services to manage it. Because these and other system-level transformations are not as cleanly measured as rank position and performance, they have not received the same treatment or modeling attention in higher education scholarship, despite their importance for understanding and influencing education policy.

Discussion of the case will enable students to identify the cornerstones of industry development using simple frameworks like PESTLE and five forces that shape strategy. They will be able to identify critical success factors and evaluate how a firm gets competitive advantage. They will also be able to assess whether the advantage is sustainable for the firms and along which dimensions they have only competitive parity. The issues of contemporary firms growing through the use of network strategies is also highlighted and students will learn to appreciate the role of platforms and connectivity for gaining sustainable advantage.

This case describes the growth strategy of NoPaperForms, a start-up in the domain of enrolment automation for higher education in India. Naveen Goyal, the founder CEO sensed an opportunity in this growing industry segment and acquired it from the founder, Vishal Shah in 2017. The ultimate objective of an educational institute was to attract talent, Goyal evolved a comprehensive enrolment solution starting with the time a prospective student made an inquiry for enrolment till the time he/she paid for enrolment. It was a complete panel, bundled and packaged in a single system taking care of lead management, lead nurturing, application management, fee payment, post-application management and enrolment. He developed it into a unique blend of a customer relationship management (CRM), which was unique in the country. At this juncture, Goyal was exploring growth avenues. On the client side, he had the alternatives of focusing on the B2C segment or diversifying from B2B to B2C. Geographically, he had the options of expanding to tier II and tier III cities, which were the next growth hubs. The option of growing internationally was also on the cards. The purpose of the case is to analyse the opportunities in the education technology sector, specific to student enrolment and leverage the competencies of the firm to detail the future strategy of the firm.

The case can be used in a MBA program for a course in Strategic Management in the module of strategy formulation after fundamental concepts and theories of Strategic Management have been discussed.

Teaching notes are available for educators only.

CSS 11: Strategy.

The purpose of this paper is to examine the role of data analytics in addressing contemporary challenges and opportunities facing institutions of higher education, with a special emphasis on enrollment management for the example of a college of business administration in a Hispanic-serving four-year institution of higher education.

After reviewing previous research on this subject, the authors propose adding a new stratum to higher education analytics, enrollment management analytics, which uniquely identifies the actions associated with attracting and recruiting students, accounts for institutional differences and leads to students’ successful matriculation at institutions.

The authors demonstrate on the example of a professional college in a four-year institution of higher education how the utilization of modern analytical tools and techniques develop actionable decisions in the students’ recruitment process, which leads to their matriculation.

A definition and a new stratum in higher education analytics are proposed for enrollment management analytics.

Suggests that institutions of higher education in the USA encounter problems that are unique to the market environment. These problems include competition for resources, escalating costs, and resource constraints. In response to these problems, higher education systems within this kind of environment tend to borrow strategies from organizations operating under the most competitive environment ‐ the business sector. Discusses specific strategies adopted by institutions of higher education in North America. Examines how these strategies have affected the culture of higher education. Discusses the shift occurring between the consumerism‐ professorialism continuum. Calls for the need to understand the dual nature of higher education so that strategies can be selectively adapted.

The purpose of this study was to apply social exchange and organizational support theories to examine the relationship between mid-level strategic enrollment managers’ perceptions of managerial coaching behaviors enacted by their senior managers and their own reported job engagement, as mediated by perceived organizational support (POS) within the US higher education context.

A quantitative survey-based half-longitudinal design, which used the latent marker variable technique, was conducted with a sponsoring professional organization in the strategic enrollment management (SEM) field in the USA. A total of 301 usable surveys were analyzed using structural equation modeling.

The results of this study indicate that SEM managers’ job engagement and the perceived managerial coaching behaviors provided to them by their senior managers were positively correlated, and that POS fully mediated this relationship. These findings highlight how coaching behaviors may allow managers to elicit positive emotional responses and, by fostering enhanced POS, ultimately enhance job engagement among their team members.

This study addresses several calls for research on managerial coaching, job engagement and POS in an under-examined higher education context within the human resource development field.

Gives an eye‐witness account of how training and management development policies are put into practice in Chinese state‐owned enterprises. Makes observations on how training is perceived and implemented in a period of rapid economic change. Also discusses the contribution that western countries could make and the obstacles that could be met, as a result. Draws evidence for these observations from the author’s involvement in a major United Nations Development Programme (UNDP) for the design and teaching of management strategy and human resource management courses to cohorts of managers from selected Chinese foreign trade corporations (FTCs). Asserts that, despite much effort being made to train and develop as many managers as possible, there is still an urgent need for appropriate management training programmes that could meet the quest for skilful and efficient managers who would be able to cope with the managerial demands of increasing economic reforms. Argues, therefore, that there is a gap between the abilities and the process of developing Chinese managers on the one hand and what is required from them for exploiting the economic reform on the other. The process of introducing and implementing training programmes in the People’s Republic of China is characterized by a clear emphasis on quantitative rather than qualitative knowledge and by a poor appreciation of training priorities, because of the way in which management is perceived and managers are controlled.

This paper aims to provide a parsimonious but rigorous model to assist decision-makers to determine critical factors which can lead to higher graduation rates amongst higher education institution (HEI) participants. It predicts the odds of dropout amongst university students, using HEI data from a developing country. This is used as a basis for a Student Retention Predictive (SRP) Model to inform HEI administrators about predicted risks of attrition amongst cohorts.

A classification tool, the Logistic Regression Model, is fitted to the data set for a particular HEI in a developing country. The model is used to predict significant factors for student dropout and to create a base model for predicted risks by various student demographic variables.

To reduce dropout and to ensure higher graduation rates, the model suggests that variables such as age group, faculty, academic standing and cumulative GPA are significant. These indicative results can drive intervention strategies to improve student retention in HEIs and lessen the gap between graduates and non-graduates, with the goal of reducing socio-economic inequalities in society.

This research employs risk bands (low, medium and high) to classify students at risk of attrition or drop out. This provides invaluable insights to HEI administrators in the development of intervention strategies to reduce dropout and increase graduation rates to impact the wider public policy issue of socio-economic inequities.

The purpose of this paper is to explore ways in which “library value” may be communicated in a university setting through more effective engagement with strategic planning and a broader array of campus partners.

This paper presents a case study of an academic library in which alignment with the university mission and strategic plan and alignment of library assessment efforts with the broader culture of assessment at the university have resulted in positive gains for the library in terms of campus engagement and recognition of library value.

This paper provides insights into successful strategies for improved communication of library value to senior leadership, new investment in library facilities, and enhanced opportunities for collaboration across the university on strategic initiatives including student success, innovation in teaching and scholarship, and community engagement.

This paper provides library leaders with new approaches to engagement with campus partners and senior academic leadership in promoting the library as a strategic resource worthy of investment in the twenty-first century.