Strategic Enrolment Management: Strategic Enrolment Management:

Core ConceptsCore Concepts

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SEM SummitSEM SummitApril 24, 2008April 24, 2008

PresentersPresenters

Susan Susan GottheilGottheil, M.A., M.A.Associate ViceAssociate Vice--President, Enrolment Management & RegistrarPresident, Enrolment Management & RegistrarMount Royal College, Calgary, AlbertaMount Royal College, Calgary, Albertasgottheil@mtroyal.casgottheil@mtroyal.ca

Clayton Smith, Clayton Smith, Ed.DEd.D..Clayton Smith, Clayton Smith, Ed.DEd.D..ViceVice--Provost, Students & RegistrarProvost, Students & RegistrarUniversity of Windsor, OntarioUniversity of Windsor, Ontariocsmith@uwindsor.cacsmith@uwindsor.ca

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Session GoalsSession Goals

•• Establish a common understanding of Establish a common understanding of

SEMSEM

–– DefinitionDefinition–– DefinitionDefinition

–– Some key conceptsSome key concepts

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4

A bit about SEM…A bit about SEM…

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What is SEM? What is SEM?

•• SEM is a SEM is a comprehensive processcomprehensive process designed to designed to help an institution achieve and maintain help an institution achieve and maintain optimum enrolmentoptimum enrolment, where optimum is , where optimum is defined within the defined within the academic contextacademic context of the of the institution.institution.defined within the defined within the academic contextacademic context of the of the institution.institution.

Michael Dolence (1993)

•• Strategic enrolment management is a Strategic enrolment management is a concept concept and processand process that enables the fulfillment of that enables the fulfillment of institutional missioninstitutional mission and and students’ educational students’ educational goalsgoals..

Bob Bob BontragerBontrager (2004)(2004)

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Physical Capacity

Undergrad/Grad

Majors

Ethnicity

Institutional

The Concept of Optimum EnrolmentThe Concept of Optimum Enrolment

Residency

Program Capacity

Special Skills

AcademicProfiles

InstitutionalMission

Institutional Mission andInstitutional Mission and

Enrollment Goals Are Determined By:Enrollment Goals Are Determined By:

Programs Programs offeredoffered

Range of Range of Current Current

competitive competitive

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Historical Historical statusstatus

NicheNicheWeaknessesWeaknesses

StrengthsStrengths

Range of Range of influenceinfluence

Aspirational Aspirational statusstatus

competitive competitive statusstatus

…with consideration to institutional differentiation!

The Purposes of SEM are The Purposes of SEM are

Achieved by…Achieved by…

•• Establishing Establishing clear goalsclear goals for the number & types for the number & types

of students needed to of students needed to fulfilfulfil the institutional the institutional

missionmissionmissionmission

•• Promoting Promoting student academic successstudent academic success by by

improving access, transition, retention, & improving access, transition, retention, &

graduationgraduation

•• Promoting institutional success by enabling Promoting institutional success by enabling

effective effective strategic & financial planningstrategic & financial planning

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The Purposes of SEM are The Purposes of SEM are

Achieved by…Achieved by…

•• Creating a Creating a datadata--rich environmentrich environment to inform to inform

decisions & evaluate strategiesdecisions & evaluate strategies

•• Improving Improving process, organizational & process, organizational &

financial efficiencyfinancial efficiency & outcomes& outcomes

•• Establishing top quality Establishing top quality studentstudent--centredcentred

serviceservice

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The Purposes of SEM are Achieved The Purposes of SEM are Achieved

by…by…

•• Strengthening Strengthening communications & communications &

collaborationcollaboration among among departments across the departments across the

campus to support the enrolment programcampus to support the enrolment program

--BontragerBontrager (2004)(2004)

Promoting Student Success:Promoting Student Success:

The Student Success ContinuumThe Student Success Continuum

Recruitment / Recruitment / MarketingMarketing OrientationOrientation

CoCo--curricular curricular supportsupport

Degree/goal Degree/goal attainmentattainment

Classroom Classroom experienceexperience

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AdmissionAdmission

attainmentattainment

Academic Academic supportsupport RetentionRetention

Financial Financial supportsupport

Student’s college /university careerStudent’s college /university career

The Student Success ContinuumThe Student Success Continuum

• Traditional Enrollment Perspective

Recruitment/ Marketing Orientation

Co-curricularSupport

Classroom Experience

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Marketing

Admission Academic Support

RetentionFinancial Support

Student’s College/University CareerAttain

Degree/Goal

The Student Success ContinuumThe Student Success Continuum

• The SEM Perspective

Recruitment/ Marketing Orientation

Co-curricularSupport

Classroom Experience

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Marketing

Admission Academic Support

RetentionFinancial Support

Student’s College Career

The Enrolment Funnel is Different for

Different Students

Student Type:•Aboriginal Students•New Canadians•International Students•First Generation Students

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•First Generation Students•Northern Canadians•Rural Students•Students with Disabilities•Dislocated Workers•Francophone Students•Sole Support Mothers•Low-income Students•Visible Minority Students•High-Achieving Students

SEM Enrollment Model “Capacity Development Loop” “Delivery Loop”

Demand for

+

Programs &

+

Reasons +

+

Students Graduated,

Programs & Courses Offered

+

+

+

Courses Student Programs &

+

CoursesTaught

+ or -

Gov’t Grants& ExternalFunding

Demand forPrograms &

Courses

+

StudentRetention +

Programs & Courses

Completed

-

ReasonsFor Not

Continuing+ Students Graduated,

Transferred, Hired

++Gov’t Approval For

Credit Programs

+Tuition &

Other Sources Of Revenue

+ CoursesEnrolled

Student Attrition

+

Programs &Courses Developed &

Approved

+

+ =

Source: P. Seto, 2008

Enrolment Management System

InstitutionalGoals

Environmental Factors

StudentCharacteristics

Institutional Objectives

InstitutionalStrategies

Desired Outcomes

Enduring Effect

Enduring Behaviour

Member ofunderservedstudent group

Beliefs & values

Academic preparation

Motivation to learn

Studentenrolmentbehaviour

Demographictrends

Competition

PublicAccountability(loan default

QuantitativeGoals

QualitativeGoals

Diversity Goals

Student headcount

Admission averageTransfer GPA

Visible minorities,Aboriginal,

•Marketing•Recruitment•Admission•Financial aid/pricing•Orientation•Residence•Athletics•First Year•Experience•Advising•Supplemental

Awareness

Interest

Commitment

Enrolment

Persistence

Satisfaction

InstitutionalLoyalty

Institutional Image

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learn

Educationalaspirations

Self-discipline

Adaptability

Interpersonal skills

Peer involvement

Ability to pay

Study habits

Family & peerSupport

(loan default rate,graduation,Accessibility,retention)

Studentgeographic draw

EconomicTrends

Off-campusemploymentavailability

Federal &provincial polices

Goals

PersistenceGoals

CapacityGoals

Net RevenueGoals

Aboriginal, international

Retention rates,StudentSatisfaction,graduation rates

Classroom capacity,adequate sections,Class size

Financial aid discount rate,internationalenrolment

•Supplemental instruction•Service learning•Learning communities•Academic support•Peer support•Teaching & learning approaches•Student engagement•SEM organization•Data mining

Education

Relationship

Source: Kuh et al , 2007; Black, 2003

Major SEM Components

• SEM Organization

• Data Mining & Analysis

• SEM Plan

• Marketing

• Recruitment• Recruitment

• Admissions

• Financial Aid

• Student Services

• Retention

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What SEM is NotWhat SEM is Not

•• A quick fixA quick fix

•• Solely an organizational structureSolely an organizational structure

•• An enhanced admission & marketing An enhanced admission & marketing •• An enhanced admission & marketing An enhanced admission & marketing operationoperation

•• A financial drain on the institutional budgetA financial drain on the institutional budget

•• An administrative function separate from An administrative function separate from the academic mission of the institutionthe academic mission of the institution

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SEM Audit

• A quick look at where we all stand in terms of

SEM

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Q & AQ & A

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Thank you!Thank you!