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Successful Techniques for Recruiting Graduate Students

Lori Feldman Associate Dean for Enrollment Management & Graduate Programs College of Business. Successful Techniques for Recruiting Graduate Students. Office of Research and Graduate Studies Coffee Hour March 25, 2014. What I bring to the table. Professor of Marketing

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Successful Techniques for Recruiting Graduate Students

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  1. Lori Feldman Associate Dean for Enrollment Management & Graduate Programs College of Business Successful Techniques for Recruiting Graduate Students Office of Research and Graduate Studies Coffee Hour March 25, 2014

  2. What I bring to the table • Professor of Marketing • Director of the MBA for Executives program for 15 years • Launched and grew program • Department head for MHRM for 8 years • Launched and grew programs

  3. What we did – MBAE program • Successfully recruited 15 cohorts– approximately 375 graduate students • Grew out of state enrollment to 60% of total enrollment in the program • Created awareness of program and PUC in the highly competitive Chicago market • Earned recognition by Fortune magazine as a best value

  4. What we did – Equine Program • New untapped market niche • Built bridges with WL and other schools • Created awareness by director volunteering time • Selective advertising • Google presence • Web page with key words

  5. If you build it, they will come Sounds appealing, right? It’s not going to happen by magic.

  6. Potential students? • Who are they? • What are they looking for? • What do they want but are not getting?

  7. Who are you? • What are you offering? • How are you offering it? • Where are you offering it? • When are you offering it? • Why are you offering it? How closely does this match up to what your customers are seeking? How closely does this match what your competitors are doing?

  8. Find your critical point of difference Winning Zone. Clear point of difference that meets needs . Make it even bigger. What your program does well What students want Losing Zone. Your competitor meets student needs better than you do. You’ll be crushed. What competitive programs do well Risky. Competitive battle ground. Use emotion, and innovative superior execution.

  9. Swim in the blue ocean For more info: http://www.blueoceanstrategy.com/book/

  10. Reaching new students • Find out what worked before – ask! • Be willing to commit the necessary resources to reach your audience.

  11. Getting them to apply and commit • Outreach to feeder programs • Referrals! • Selected advertising or other mass communication • Engaging web page • Engaging collateral that speaks to their needs • Constant communication and follow-up

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