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Enrollment management and strategic planning: Resolving a classic tension in higher education
Author(s) -
Gowen Julie,
Owen Virginia Lee
Publication year - 1991
Publication title -
nonprofit management and leadership
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.844
H-Index - 54
eISSN - 1542-7854
pISSN - 1048-6682
DOI - 10.1002/nml.4130020205
Subject(s) - operationalization , dilemma , strategic planning , strategic thinking , strategic financial management , strategic human resource planning , strategic management , business , economics , process management , management science , marketing , philosophy , epistemology
Enrollment management in higher education is an important tool to operationalize strategic planning. The ever present danger, however, is that short‐term concerns will dominate enrollment management decisions and in turn postpone attainment of strategic planning objectives. This article describes three models of enrollment management and explains how each is supposed to be incorporated into strategic planning. It uses classical growth theory from economics to explicate the dilemma of long‐run and short‐run objectives in conflict and develops an integrated model for strategic planning and enrollment management. Finally, some ways in which this analysis might apply to other nonprofit institutions are suggested.