Abstract:
Enrollment management is a major component within the organizational structure of most four-year universities today. However, this is not necessarily the case with community colleges. With the continual decrease in public funding and increased competition with private colleges and universities, public community colleges are now being forced to recognize the need for managing their enrollments more closely. This study examines administrators' perceptions of enrollment management practices at the comprehensive public associate's colleges in Alabama. This study surveyed administrators from 21 comprehensive community colleges within the state of Alabama. Participants surveyed included presidents, chief student affairs officers, chief academic officers, chief financial officers, directors of admissions, registrars, directors of financial aid, directors of recruitment, directors of counseling/advising, public relations officers, institutional researchers, and enrollment managers. The survey collected data that pertained to activities related to various elements of enrollment management: marketing, recruitment, academic advising, career services, learning assistance, institutional research, orientation, financial aid, retention, and student services. The questions surveyed the availability and importance of a particular activity and the effectiveness of the component at their respective institutions. The final portion of the survey instrument gathered information concerning the organization of enrollment management structures. And lastly, the remaining open-response question asked for any perceived barriers to developing or implementing an enrollment management plan at their respective institutions. Results indicated that most enrollment management components identified within this study were available, important, and effective. However, significant findings indicated that retention and academic advising were two integral components that were lacking within many of the respondents' institutions. In addition, it was determined that only about a half of all respondents indicated that their institution had a formal enrollment management plan. Given the future consequences of an unmanaged enrollment, community colleges in the state of Alabama, and across the country, must recognized the importance of enrollment management concepts and practices in order to be successful in the coming future. Appendices include the raw data which includes the Carnegie geographic classifications (rural, suburban, and urban).
