AACRAO Publication


The SEM Imperative: Taking Enrollment Management Online
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The SEM Imperative: Taking Enrollment Management Online
Table of Contents and Introduction
$60 $36 Members/$80 $48 Non-Members; Craig Westman and Penny Bouman; 2007; Item #0119
The SEM Imperative: Taking Enrollment Management Online challenges enrollment managers to customize electronic media, print material, and telephone customer interactions to create a flexible multi-channel marketing plan. The guide helps institutions communicate with Millennial students who increasingly take initiative by shopping for colleges online and posting their experiences on user-generated content sites like YouTube. Authors Craig Westman of the University of Texas-El Paso and Penny Bouman of Ferris State University promote the proactive of use all relevant media in order to share positive institutional stories with prospective student markets—videos, blogs, chat, video games, Second Life, flexible modes of teaching, and interactive Web sites.