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Optimize summer school initiatives with added customer segments
Author(s) -
Wymbs Clifford
Publication year - 2017
Publication title -
enrollment management report
Language(s) - English
Resource type - Journals
eISSN - 1945-6263
pISSN - 1094-3757
DOI - 10.1002/emt.30306
Subject(s) - revenue , business , marketing , financial compensation , word of mouth , compensation (psychology) , finance , public relations , advertising , political science , psychology , psychoanalysis
For many colleges and universities, summer school is a win/win proposition. Faculty have an opportunity to earn additional compensation; campus resources are underutilized; often school administrators keep a greater proportion of revenue earned; and students can earn additional credits, repeat failed classes, and/or alleviate regular‐term scheduling difficulties. For these reasons and due to summer school's reduced demand associated with the elimination of year‐round Pell grants in 2011, universities are increasingly turning to more intense mobile, interactive, and word‐of‐mouth marketing campaigns to expand summer enrollments.