Using Marketing Concepts to Enhance Student Enrollment in Colleges of Agriculture

NACTA Journal, Dec 2004 by Luzar, E Jane, Sperling, Emily S, Connor, Larry J

Static or declining enrollments have become issues for many Colleges of Agriculture (COA), especially those competing for enrollment-based university resources. Curriculum changes, in the absence of a strategic marketing approach, have not reversed this trend. Enrollment enhancement efforts by COA's often lack a conceptual framework to guide their efforts in recruiting diversified market segments as well as maintaining traditional sources of enrollment.

This paper addresses the issue of enrollment enhancement for Colleges of Agriculture using a strategic marketing framework. Strategic marketing concepts relevant to student recruitment are identified and used as a conceptual basis for recruitment efforts. Using a framework of Product-Market Strategies, market penetration and market development strategies are identified for traditional COA enrollment sources, as well as for diversification to new enrollment sources. New product development strategies are then presented for both existing and new enrollment sources.

Application of these concepts is illustrated in a case study of enrollment enhancement by the College of Agricultural and Life Sciences (CALS) at the University of Florida. The CALS market-development strategy and product-development strategy are presented. Marketing techniques used to implement the strategies are provided. Implications for other COA's seeking to adopt more strategic enrollment enhancement plans are then offered.

E. Jane Luzar, Emily S. Sperling, and Larry J. Connor

University of Florida

Gainesville, FL