| The purpose of this dissertation research was to investigate the methods by which privately managed for-profit institutions of higher education may define, develop, and deploy student recruitment tactics that generate greater market share for their organization, bridge the gap in the current theoretical recruitment practices within the related literature areas and contribute to the body of research knowledge regarding student recruitment at these types of institutions. The research has been completed and a basic structural model of student recruitment was uncovered from the data. The study analyzed key components of student recruitment, specifically for the high school market. Also, the research identified model supportive procedures used by the student recruitment departments and model supportive practices for recruitment tactics used by admissions representatives and managers at privately managed for-profit institutions. The qualitative research design and triangulated phenomenological case study included interviews, observations, and document analysis. The findings were: (1) lead development, (2) lead to prospect activities, (3) prospect to start activities, and (4) performance management and training development. From the findings, the Student Recruitment Model was developed. This model describes overall recruitment strategies to increase enrollment at privately managed for-profit institutions. |
