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MANAGEMENT OF COLLEGE STUDENT RECRUITING ACTIVITIES USING GOAL PROGRAMMING *
Author(s) -
Kendall Kenneth E.,
Luebbe Richard L.
Publication year - 1981
Publication title -
decision sciences
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.238
H-Index - 108
eISSN - 1540-5915
pISSN - 0011-7315
DOI - 10.1111/j.1540-5915.1981.tb00075.x
Subject(s) - quarter (canadian coin) , order (exchange) , goal programming , computer science , identification (biology) , marketing , operations research , goal setting , business , operations management , public relations , economics , management , political science , engineering , finance , archaeology , botany , biology , history
A shrinking pool of potential students, due to a declining birthrate as well as uncertain economic times, is creating the need for more effective recruiting of college students. One approach using a goal programming model has been developed and is currently being used to manage recruitment activities in a small four‐year college in Nebraska. The model identifies both the type and number of activities that must be completed each quarter in order to reach an enrollment goal for a given year. Factors such as budget, time, manpower, and marketing strategies are highlighted in the model. The results of the goal programming model encouraged more field activities in the first two quarters with emphasis on new‐candidate identification. The third‐quarter recruiting strategy is more balanced while the fourth‐quarter emphasis is placed on follow‐up activities that occur chiefly in the office. Use of this model will enable recruiters to meet enrollments while managing recruiting resources and activities in order to remain within the recruiting budget.