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The Rise of the Enrollment Profession:A Tri-Country Perspective
AACRAO San Francisco
April 16, 2013
Tri-Country Perspective • Bontrager • AACRAO 2013 2
Presenters
Bob Bontrager, Ed.D.Senior Director of AACRAO Consulting and SEM Initiatives
Paul AbelaExecutive DirectorAustralia and New ZealandAssociation of Tertiary Education ManagersSydney
Jody GordonVice President, StudentsUniversity of the Fraser ValleyAbbottsford, BC
Tri-Country Perspective • Bontrager • AACRAO 2013 3
Strategic Enrollment ManagementContext & Definition
Tri-Country Perspective • Bontrager • AACRAO 2013 4
US High School Graduates, 1959 to 1975
19591961
19631965
19671969
19711973
19751,800
2,000
2,200
2,400
2,600
2,800
3,000
3,200
National Center for Education Statisticshttp://nces.ed.gov/programs/digest/d03/tables/dt102.asp
Tri-Country Perspective • Bontrager • AACRAO 2013 5
US High School Graduates, 1977 to 1992
19771979
19801982
19841986
19881990
19921,800
2,000
2,200
2,400
2,600
2,800
3,000
3,200
National Center for Education Statisticshttp://nces.ed.gov/programs/digest/d03/tables/dt102.asp
Tri-Country Perspective • Bontrager • AACRAO 2013 6
US High School Graduates, 1987 to 2017
Tri-Country Perspective • Bontrager • AACRAO 2013 7
Changes in Race/Ethnicity: US
Tri-Country Perspective • Bontrager • AACRAO 2013 8
Income Differences
Asian/Pacifi
c Island
er
White, no
n-Hisp
anic
Hispan
ic
Black, n
on-Hisp
anic
$0$10,000$20,000$30,000$40,000$50,000$60,000$70,000$80,000
64,238
51,998
37,781
31,969
Median Family Income by Race and Ethnicity: 2006
US Census Data
Tri-Country Perspective • Bontrager • AACRAO 2013 9
Income and Attainment
Top Quartile 3rd Quartile 2nd Quartile Bottom Quartile
01020304050607080
76.60
34.30
15.80
9.50
Estimated Baccalaureate Degree Attainment by Age 24 by Family Income Quartile, 2008
Perc
ent
Postsecondary Educational Opportunity November, 2009
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“…states may need to change their methods for funding colleges to reward institutions that educate large numbers of needy undergraduate students and focus less on research…the sort of shift that is likely to mean redistributing money away from institutions (elite flagships, for instance) that are accustomed to getting lots of it.”
Inside Higher Education, August 2008
“…higher education has functioned to divide and weaken the [United States] along the lines of inherited class privilege.”
Postsecondary Higher Education, June 2008
Tri-Country Perspective • Bontrager • AACRAO 2013 11
Higher education funding crisis
will ‘damage’ students
The EU is promoting the marketization
of higher education in Europe
Sacha Garben – London School of Economics and Political Science
Canada: Bill C-35 update for offshore
agents; greater scrutiny for student visasICEF Monitor
Could the birth of MOOCs lead to death of international branch campuses?Dr. Rahul Choudaha
Can universities lead Europe out of crisis?
University World News
European Countries Compete to
Attract, and Retain, Foreign Students
New York Times
British Universities Will See Budget Cuts of 40% Under
National Austerity PlanThe Chronicle of Higher Education
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Australia: Transforming Australia’s Higher Education System, 2009
The Vision
Higher education is central to achieving the key objectives for the nation’s future. A growing higher education sector will include:
Tri-Country Perspective • Bontrager • AACRAO 2013 13
Transforming Australia’s Higher Education System, 2009
A stronger Australia – high skilled jobs and productivity growth
A fairer Australia – all Australians will benefit [from] equitable access to a diverse tertiary education sector
Future challenges – acting now to lay down a 10-year reform agenda
Department of Industry, Innovation, Science and Tertiary Education http://www.deewr.gov.au/HigherEducation/Documents/TransformingAusHigherED.pdf
Tri-Country Perspective • Bontrager • AACRAO 2013 14
Formation of the Tertiary Education Quality and Standards Agency
The [Australian] Government [is] committed to ensuring that growth in the higher education system will be underpinned by a robust quality assurance and regulatory framework which places a renewed emphasis on student outcomes and the quality of the student experience.
TEQSAhttp://www.teqsa.gov.au/about-teqsa
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What is Strategic Enrolment Management (SEM)?
Strategic enrolment management is a concept and process that enables the fulfillment of institutional mission and students’ educational goals.
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Developing Enrolment Goals
Physical Capacity
GeographicOrigin
Gender
Program Capacity
Special Skills
StudentAbility
AcademicPrograms
Race/Ethnicity
InstitutionalMission
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Traditional Enrolment Perspective
Recruitment/ Marketing
Admission
OrientationCo-curricular
Support
Academic Support
RetentionFinancial Support
Classroom Experience
The Student Success Continuum
Student’s University CareerAttain
Degree/Goal
Tri-Country Perspective • Bontrager • AACRAO 2013 18
SEM Perspective
Recruitment/ Marketing
Admission
OrientationCo-curricular
Support
Academic Support
RetentionFinancial Support
Classroom Experience
The Student Success Continuum
Student’s University Career AttainDegree/Goal
Tri-Country Perspective • Bontrager • AACRAO 2013 19
SEM Perspective
Recruitment/ Marketing
Admission
OrientationCo-curricular
Support
Academic Support
RetentionFinancial Support
Classroom Experience
The Student Success Continuum
Student’s University Career AttainDegree/Goal
Tri-Country Perspective • Bontrager • AACRAO 2013 20
SEM Planning Framework
Tactics
Strategies
Campus Infrastructure
Strategic Enrollment Goals
Data Collection and Analysis
Key Enrollment Indicators
Institutional Strategic Plan
SustainableEnrollmentOutcomes
Tri-Country Perspective • Bontrager • AACRAO 2013 21
US enrollment professions = cookie-cutter multinational model?
Tri-Country Perspective • Bontrager • AACRAO 2013 22
Questions/Comments?
Bob Bontrager
