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Marketing a Small Liberal Arts University: Debunking the Myth

Presenter(s): Christopher Michael, Trent University; Hans J. Wentrup, Lexika Inc.
Convener: Mendi Spencer, Northwestern University

Do graduates of a liberal arts education flip hamburgers? Many analysts speculate that they do not fare as well in the labor market as those from professional schools and programs. Trent University was faced with a declining applicant pool and enrollment, reduced government appropriations, no professional programs, and increasing tuition fees. A new and innovative alumni communication system was designed to measure alumni performance post graduation. Through a strategic-planning and marketing process using survey tools, they increased applications to the university by 20 percent and enrollment levels by 6 percent.
This knowledge resource from SCUP is a concurrent session presented at the Society's thirty-sixth annual, international conference and Expo, SCUP–36, in Boston, MA (USA), in July of 2001.

Audiocassettes of this and other SCUP–36 sessions are available for purchase here.

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