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Strategic and Tactical Marketing Strategies for Regional Public Universities to Address the Enrollment Cliff.

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Title: Strategic and Tactical Marketing Strategies for Regional Public Universities to Address the Enrollment Cliff.
Authors: Phillips, Carrie H. (AUTHOR), Jones, Stephanie J. (AUTHOR)
Source: Journal of Higher Education. 2025, Vol. 96 Issue 4, p653-677. 25p.
Subjects: Resource dependence theory, Universities & colleges, Public universities & colleges, Product positioning, College enrollment, Chief marketing officers
Abstract: This qualitative collective case study, framed by resource dependence theory, explored strategic and tactical marketing strategies perceived to be important in addressing the predicted decrease in enrollments in 2025–2037, described as the enrollment cliff, facing higher education institutions in the U.S. The study settings were regional public universities in the Southeast U.S. Participants were a purposeful sample of 15 chief marketing officers from these institutions. Data were collected through semi-structured interviews, document analysis, and field notes. Data were analyzed using Creswell and Poth's data analysis spiral. The strategies identified included brand positioning, targeting specific student populations, cultivating new audiences, and utilizing additional marketing tools and testing their impact. The findings highlighted ways that marketing could mitigate enrollment declines. These include emphasizing brand positioning, targeting specific student populations, cultivating new audiences, and utilizing a number of marketing tools in an effective marketing mix to help address the predicted enrollment declines. [ABSTRACT FROM AUTHOR]
Copyright of Journal of Higher Education is the property of Taylor & Francis Ltd and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)
Database: Psychology and Behavioral Sciences Collection
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  Data: Strategic and Tactical Marketing Strategies for Regional Public Universities to Address the Enrollment Cliff.
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  Data: <searchLink fieldCode="DE" term="%22Resource+dependence+theory%22">Resource dependence theory</searchLink><br /><searchLink fieldCode="DE" term="%22Universities+%26+colleges%22">Universities & colleges</searchLink><br /><searchLink fieldCode="DE" term="%22Public+universities+%26+colleges%22">Public universities & colleges</searchLink><br /><searchLink fieldCode="DE" term="%22Product+positioning%22">Product positioning</searchLink><br /><searchLink fieldCode="DE" term="%22College+enrollment%22">College enrollment</searchLink><br /><searchLink fieldCode="DE" term="%22Chief+marketing+officers%22">Chief marketing officers</searchLink>
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  Data: This qualitative collective case study, framed by resource dependence theory, explored strategic and tactical marketing strategies perceived to be important in addressing the predicted decrease in enrollments in 2025–2037, described as the enrollment cliff, facing higher education institutions in the U.S. The study settings were regional public universities in the Southeast U.S. Participants were a purposeful sample of 15 chief marketing officers from these institutions. Data were collected through semi-structured interviews, document analysis, and field notes. Data were analyzed using Creswell and Poth's data analysis spiral. The strategies identified included brand positioning, targeting specific student populations, cultivating new audiences, and utilizing additional marketing tools and testing their impact. The findings highlighted ways that marketing could mitigate enrollment declines. These include emphasizing brand positioning, targeting specific student populations, cultivating new audiences, and utilizing a number of marketing tools in an effective marketing mix to help address the predicted enrollment declines. [ABSTRACT FROM AUTHOR]
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  Data: <i>Copyright of Journal of Higher Education is the property of Taylor & Francis Ltd and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract.</i> (Copyright applies to all Abstracts.)
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        Value: 10.1080/00221546.2024.2378640
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        Text: English
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        PageCount: 25
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    Subjects:
      – SubjectFull: Resource dependence theory
        Type: general
      – SubjectFull: Universities & colleges
        Type: general
      – SubjectFull: Public universities & colleges
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      – SubjectFull: Product positioning
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      – SubjectFull: College enrollment
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      – SubjectFull: Chief marketing officers
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              Text: 2025
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