TITLE

Parents as a Target Market in College Admissions

AUTHOR(S)
Vander Schee, Brian A.
PUB. DATE
December 2006
SOURCE
Recruitment & Retention in Higher Education;Dec2006, Vol. 20 Issue 12, p7
SOURCE TYPE
Periodical
DOC. TYPE
Article
ABSTRACT
The article looks into the role of parents as a target market in college admissions. Parents' role in college student choice plays a vital role in the institutional marketing of various academic institutions toward student admission and enrollment. The author stresses that colleges need to provide attention to the parents of prospective students through programs such as tour in the facilities and in the campus and orientation with residence hall director, safety officer, faculty members, and career services representatives. She notes that effective marketing approaches include market segmentation, target marketing, and positioning.
ACCESSION #
26698969

Tags: PARENT participation in higher education;  COLLEGE choice;  SCHOOL choice;  MARKET segmentation;  TARGET marketing;  INSTITUTIONAL market;  MARKETING;  UNIVERSITIES & colleges -- Admission;  EDUCATION

 

Related Articles

  • Parents Preparing For College.  // Ebony;Sep2002, Vol. 57 Issue 11, p60 

    Focuses on the significance of parents involvement in their children's college preparation. Details of the visit of the Warner family at the campus of the Chicago State University in Illinois.

  • BACK IN COLLEGE. Tharoor, Shashi // Newsweek (Atlantic Edition);04/30/2001 (Atlantic Edition), Vol. 137 Issue 18, p31 

    Focuses on the college selection process. Experience of the author visiting colleges with his twin sons; Acceptance rates of colleges; Description of three colleges and their pros and cons.

  • BACK IN COLLEGE. Tharoor, Shashi // Newsweek (Pacific Edition);04/30/2001 (Pacific Edition), Vol. 137 Issue 18, p23 

    Focuses on the college selection process. Experience of the author visiting colleges with his twin sons; Acceptance rates of colleges; Description of three colleges and their pros and cons.

  • Study Suggests Colleges Do More To Reach Under-represented Students.  // Diverse: Issues in Higher Education;1/10/2008, Vol. 24 Issue 24, p14 

    The article discusses a report by the National Postsecondary Education Cooperative, which examined how first-generation college bound students from low-income homes research colleges. It found that college bound high school students from middle- or high-income homes began researching college...

  • Social and Economic Factors Affecting Participation in Higher Education. Stafford, Kathy L.; Lundstedt, Sven B.; Lynn, Jr., Arthur D. // Journal of Higher Education;Sep/Oct1984, Vol. 55 Issue 5, p590 

    The article cites a study assessing the relationship between a state's economic and social characteristics and its citizens' participation in higher education. The participation rate of a state's citizens in higher education is a factor that merits exploration as higher education administrators...

  • College Benefit Segmentation Analysis: Approach And Results. Hoverstad, Ronald; Lamb Jr., Charles W.; Miller, Patrick // Advances in Consumer Research;1989, Vol. 16 Issue 1, p332 

    Market segmentation is an important topic to higher education researchers and administrators. The authors explored the relative importance that prospective students attach to various benefits offered by a medium-sized private university with moderately selective admissions criteria. The purposes...

  • Why the Admissions Process Should Include an Honest Conversation about Limitations of Services. Williams, Lee Burdette // Recruitment & Retention in Higher Education;Feb2008, Vol. 22 Issue 2, p1 

    The article reports on the importance of providing an honest conversation with prospective students and their parents about the limitations in the services offered by universities. Most parents have the misconception that universities provide the same "wraparound care" that exists in secondary...

  • Parents have a say, too. Chaconas, Anne // NextStepU;Sep/Oct2011, Issue 3, p32 

    The article focuses on the importance of parental support in the college selection process. Parents are suitable college selection advisors because they have high experience and knowledge in choosing colleges since they are familiar with the development and personality of their children. Parents...

  • It's My Decision! Swearingen, Brett // Campus Life;Oct2004 Special Issue, Vol. 63 Issue 3, p88 

    Relates the author's argument with his parents about the issue of college search. Parents' role in choosing the best college for their child; Effect on the relationship between parent and child; Anger felt on the elimination of preferred schools.

Share

Read the Article

Courtesy of VIRGINIA BEACH PUBLIC LIBRARY AND SYSTEM

Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics