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Showing posts from April, 2022

Enrollment and Market Share

Yes, it may be that your enrollment is falling.  Or, it may be rising.  That could be bad, or it could be good.  But if you do enrollment management for a living, and you talk to your trustees or alumni or anyone else who's interested, you might be interested in another metric that is perhaps more telling:  Market share. As I've written many times, there are factors outside of our control that influence how many students enroll in our institutions: Demographics, the economy, your appearance in the Final Four (or maybe not ), things that happen on campus, bad media exposure, or even perhaps, the weather.  The amount of the effect, of course is debatable, and it's too easy to get roped into the post hoc, ergo propter hoc fallacy. (When I worked in Chicago we once had an admitted student program on St. Patrick's Day, and a few drunk revelers found their way into the Student Center at 10 am and passed out, requiring an ambulance.  The yield on that event was among the high