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Regional public university chief marketing officers' perceptions of best practices for addressing the enrolment cliff
Journal of Education Advancement & Marketing,
9
(2),
160-170
(2024)
Abstract
Higher education institutions rely on student enrolments to generate revenue through tuition and fees. The next decade will bring a significant enrolment drop for many institutions because of several factors, including birth-rate declines and demographic shifts. The projected enrolment decline has been called the enrolment cliff due to the impact on colleges and universities that will face a major revenue loss if enrolments decline as predicted. This case study explores chief marketing officers' perceptions of best practices at regional public universities that must be addressed to utilise marketing to help mitigate the enrolment cliff.
Keywords: enrolment cliff; regional public universities; RPUs; marketing; chief marketing officer; CMOs; branding
The full article is available to subscribers to the journal.
Author's Biography
Carrie Phillips EdD is the Chief Communications and Marketing Officer at the University of Arkansas at Little Rock. Her research explores the enrolment cliff, marketing and leadership. In addition to her research, she is active in the Council for the Advancement and Support of Education (CASE) at the district and national levels. She also regularly presents at national conferences including CASE, the American Marketing Association, HighEdWeb, the University College Designers Association, EduWeb and more.
Stephanie Jones EdD is a professor of higher education and Associate Vice President of Research and Innovation at Texas Tech University. Her research explores the challenges and barriers that faculty face in advancing their careers in higher education organisations, with a specific focus on the systemic issues that occur within organisational structures that result in inequities. In addition, her research focuses on the roles of leadership in addressing institutional challenges.
