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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.

International Education is worth billions of dollars to the world economy, and many countries such as the United States, United Kingdom, Canada and Australia have government initiatives that look to stimulate and guide international student mobility, research and technology transfer. The involvement of the state into student mobility does not come without risk. Government foreign policy and international relations between sending countries and English-speaking study destinations threatens to upset the historical norms of international mobility. What is more, world events such as the global pandemic of 2020, will have a profound impact on the future of international education, and may change the international landscape altogether. This chapter will frame the challenges facing institutions who benefit from international mobility in the context of geopolitics and world events. It will explore how institutions can leverage strategic enrolment management tactics to help mitigate enrolment risks posed by global disruption.

Higher education institutions, particularly in the case of public universities, face the challenge of creating more value in an environment of increasing requirements and limitations. The purpose of this paper is to explore the relation of internal marketing (IM) with employees’ attitudinal outcomes, which aim to stimulate and retain motivated and customer-conscious contact employees.

Survey data of 94 customer-contact employees in a public higher education institution were analysed using partial least squares path modelling to explore and predict key target constructs.

The results demonstrate the relationship between customer-contact employees’ service empathy (SE), institutional IM initiatives and employees’ attitudinal outcomes in the public sector, specifically higher education institutions.

The current study relies on self-reported data and a small sample of customer-contact employees working only on enrolment-related areas. Further studies should be designed for theory confirmation and generalizability of the results.

Top managers in public higher education institutions must encourage organizational identification through IM initiatives, such as well-established internal communication procedures. Academic management should continuously train and retain customer-contact employees that have developed SE and a sense of belonging to the organization. SE must be incorporated in the job descriptions and training of customer-contact employees.

The study contributes to the limited literature on the use of IM and SE in the public sector, specifically higher education institutions.

Las instituciones de educación superior, en particular en el caso de las universidades públicas, se enfrentan al reto de crear más valor en un entorno de necesidades y limitaciones en aumento. El propósito de este estudio es explorar la relación entre el marketing interno y las resultantes actitudes laborales de los empleados. El objetivo del marketing interno es estimular y retener empleados de contacto que estén motivados y sean conscientes de la importancia de los clientes.

Se analizaron datos de 94 empleados de contacto de una institución pública de educación superior utilizando modelos de regresión de cuadrados mínimos parciales para explorar y predecir constructos claves.

Los resultados demuestran la relación entre los siguientes constructos: niveles de empatía de los empleados de contacto, iniciativas institucionales de marketing interno, y las resultantes actitudes de los empleados del sector público, en particular organizaciones en el sector de la educación superior.

El presente estudio se basa en los datos auto informados de una pequeña muestra de empleados de contacto que trabajan sólo en áreas relacionadas con matrícula. Nuevos estudios deberían ser diseñados para la confirmación de la teoría y la generalización de los resultados.

Los altos directivos de las instituciones públicas de educación superior deben fomentar la identificación con la organización a través de iniciativas de marketing interno, tales como procedimientos establecidos de comunicación interna. Los directivos académicos deben continuamente adiestrar y retener a los empleados de contacto que han desarrollado la capacidad de proveer servicios de manera empática y que tienen sentido de pertenencia a la organización. Proveer servicio de manera empática debe ser incorporado en las descripciones de empleo y formación de los empleados de contacto.

El estudio contribuye a la literatura limitada sobre el uso de marketing interno y empatía en los servicios en el sector público, específicamente en las instituciones de educación superior.

Knowledge sharing, the most important process in knowledge management, enables knowledge-intensive organizations to foster innovations and to gain competitiveness. Universities, the best contemporary embodiments of knowledge-intensive organizations, nowadays face fiercer competition in the changing world. Knowledge sharing is the key for academic departments to gain competitive advantages through innovation. However, limited studies examined the relationships between top management support, knowledge sharing and affiliation and trust. Based on the literature review, this study developed a research model which aims to examine the relationship between top management support and knowledge sharing, and the mediating role played by affiliation and trust.

A questionnaire survey was conducted in eight universities in Hong Kong. Data gathered from 109 professoriate staff (including chairs, professors and [research] associate/assistant professors) were used to test the four hypotheses in the research model with partial least squares structural equation modeling.

The results showed that top management support has a positive impact on affiliation and trust, and that affiliation and trust also have a positive impact on knowledge sharing. However, this study showed an insignificant linkage between top management support and knowledge sharing. Therefore, this study confirmed the mediating role played by affiliation and trust.

Based on the results, this study provided recommendations on how academic management and knowledge management consultants increase the faculty members’ affiliation and trust, for instance, mentoring, performance appraisal system, social interactions and communication pathways.

The findings of this study contribute to the literature in two ways. First, affiliation and trust are two interplayed elements of team climate that should be considered together. Second, this study validates affiliation and trust as a full mediator between top management support and knowledge sharing.

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.

A fuller understanding of the information search behaviour of prospective students in the digital era is one of the keys to success in university recruitment. The purpose of this paper is to investigate students’ university choice factors in relation to the online environment.

In total, 637 samples from 11 private higher education institutions were collected and tested against assumptions before performing statistical analysis including exploratory factor analysis and mean comparison.

The findings revealed that there are some significant differences in gender and academic discipline in the use of the internet to search for university information. In addition, four constructs of university information were identified that are perceived as important by students in their search behaviour: “university reputation”, “eligibility and affordability”, “teaching and learning” and “university tangibility”. The outcomes of this research provide some noteworthy insights which have numerous strategic digital marketing implications.

While most existing studies have explored types of social media apps or online channels that prospective students use, little research has touched on students’ university choice factors in relation to the online environment. Responding to Constantinides and Zinck Stagno (2011) and Hemsley-Brown et al.’s (2016) call, this paper aims to address this research gap by investigating students’ university information search in relation to the online environment.

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.

As the number of international students increases globally, non-traditional destinations have emerged in the global higher education arena, despite the long-lasting dominance of traditional destinations, such as the United States, the UK, Australia, France, or Germany. In search of the causes of the change in the number of international students favoring non-traditional destinations, this study focuses on the Turkish case and identifies the macro-level efforts to increase the enrollment of international students in Turkish higher education institutions by utilizing the theory of new institutionalism and theories regarding the college choices of international students. As an upper-middle-income, developing country and an emerging non-traditional destination, constituting a regional hub for international students in the last decade at the crossroads of Africa, Asia, and Europe, the case of Turkey would give unique examples of macro-level strategies for increasing the enrollment of international students in other higher education systems.