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Enrollment Management and Strategic Planning: Resolving a Classic Tension in Higher Education
Abstract
Enrollment management in higher education is an important tool to operationalize strategic planning. The ever present danger, however, is that short-term concerns will dominate enrollment management decisions and in turn postpone attainment of stra¬tegic planning objectives. This article describes three models of enrollment management and explains how each is supposed to be incorporated into strategic planning. It uses classical growth the¬ory from economics to explicate the dilemma of long-run and short-run objectives in conflict and develops an integrated model for strategic planning and enrollment management. Finally, some ways in which this analysis might apply to other nonprofit institutions are suggested.
Journal
(1991)
vol2
no2
pages143
Categories
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Nonprofit Service Sectors
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Education
