Institutional Marketing Approaches, Student Decision Points, and Motivational Factors Affecting Student Decisions to Participate in Summer Session and Attend a Particular Institution

Why do students enroll in Summer Session? What are the most effective ways to market summer programs? When do students decide to enroll? What leads students to particular institutions for their studies? Summer Session directors ask these questions every year. Possible answers are proposed in the offices and halls of our institutions, while assumptions are often made based upon anecdotal information and—far less frequently—upon institution-specific survey findings. Despite the fact that answers to these questions should inform much of what we plan and do, little empirical research has been conducted to seek answers to these and other critical questions to support solid planning efforts. Many program directors and deans lament the lack of resources to adequately explore these issues, yet do not question how their current allocation of resources might be realigned to continually assess student motivations, trends affecting enrollment and patterns in decision-making behavior.