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EDUC 6755 Principles of Marketing and Enrollment Management: Welcome & Course Readings

Welcome to your course guide

Please find your required library readings below. If you have problems with the links below, please contact the Library. If you have APA questions about these materials, please contact the Writing Center.

Universal Required Course Readings


The links are for required readings found in the Walden databases ONLY. For all other readings, see your course resources.

Please enter your myWalden user name and password at the prompt.

Anctil, E. J. (2008). Market differentiation. ASHE Higher Education Report, 34(2), 49–88.

Anctil, E. J. (2008). Market driven versus mission driven. ASHE Higher Education Report, 34(2), 1–8.

Anctil, E. J. (2008). Marketing and advertising higher education. ASHE Higher Education Report, 34(2), 19–30.

Anctil, E. J. (2008). Marketing and advertising the intangible. ASHE Higher Education Report, 34(2), 31–47.

Anctil, E. J. (2008). Persuasion and choice. ASHE Higher Education Report, 34(2), 9–18.

Anctil, E. J. (2008). Recommendations for selling higher education. ASHE Higher Education Report, 34(2), 89–98.

Anderson, D. K., Milner, B. J., & Foley, C. J. (2008). From complex data to actionable information: Institutional research supporting enrollment management. New Directions for Institutional Research, (137), 71–82.

Bial, D., & Rodriguez, A. (2007). Identifying a diverse student body: Selective college admissions and alternative approaches. New Directions for Student Services, (118), 17–30.

Fike, D. S., & Fike, R. (2008). Predictors of first-year student retention in the community college. Community College Review, 36(2), 68–88.

Hartley, M., & Morphew, C. C. (2008). What's being sold and to what end? A content analysis of college viewbooks. Journal of Higher Education, 79(6), 671–691.

Holley, K. & Harris, M. (2010). Selecting students, selecting priorities: How universities manage enrollment during times of economic crises. Journal of College Admission, (207), 16–21.

Hossler, D. (2000). The role of financial aid in enrollment management. New Directions for Student Services, (89), 77–90.

Hossler, D. (2009). Enrollment management & the enrollment industry. College and University, 85(2), 2–9.

Kimball, E. (2011). College admission in a contested marketplace: The 20th century and a new logic for access. Journal of College Admission, (210), 20–30.

Lillis, M. P. & Tian, R. G. (2008). The impact of cost on college choice: Beyond the means of the economically disadvantaged. Journal of College Admission, (200), 4–14.

McCormick, A. C. (2003). Swirling and double-dipping: New patterns of student attendance and their implications for higher education. New Directions for Higher Education, (121), 13.

Pampaloni, A. M. (2010). The influence of organizational image on college selection: What students seek in institutions of higher education. Journal of Marketing for Higher Education, 20(1), 19–48.

Paul, D. A. (2005). Higher education in competitive markets: Literature on organizational decline and turnaround. JGE: The Journal of General Education, 54(2), 106–138.

Roman, M. A. (2007). Community college admission and student retention. Journal of College Admission, (194), 18–23.

Schulz, S., & Lucido, J. (2011). Who we are: An in-depth look at the educational backgrounds, career paths and development needs of chief admission officers and enrollment managers. Journal of College Admission, (211), 14–20.

St. John, E. P. (2000). The impact of student aid on recruitment and retention: What the research indicates. New Directions for Student Services, (89), 61–75.

Wang, Y., & Pilarzyk, T. (2007). Mapping the enrollment process: Implications of setting deadlines for student success and college management. Journal of College Admission, (197), 24–33.


Other Readings

Optional or supplemental readings may or may not be available in the library. Find further information about optional readings here.

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