Abstract
To adapt to population decline in the traditional college age group, marketing and enrollment management strategies have been proposed as an essential management tool. The working relationships and organizational direction needed to carry out these activities varies in description and efficacy from institution to institution. Academic and student services officers from the largest 61 state university users of ACT data systems were surveyed. On site interviews were conducted on 15 of those campuses. The study revealed a high degree of role ambiguity and organizational resistance to enrollment management strategies. The paper demonstrates a need for clarity and coordination in organizational performance.
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Muston, R.A. Role ambiguity in institutional marketing and enrollment management. Res High Educ 22, 371–379 (1985). https://doi.org/10.1007/BF00974211
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DOI: https://doi.org/10.1007/BF00974211