1. Strategic Enrolment Management: Core Concepts 1 SEM Summit April 24, 2008

2. Presenters Susan Gottheil, M.A. Associate Vice-President, Enrolment Management & Registrar Mount Royal College, Calgary, Alberta sgottheil@mtroyal.ca Clayton Smith, Ed.D. Vice-Provost, Students & Registrar University of Windsor, Ontario csmith@uwindsor.ca 2

3. Session Goals Establish a common understanding of SEM Establish a common understanding of SEM – Definition – Some key concepts 3

4. 4

5. A bit about SEM… 5

6. What is SEM? SEM is a comprehensive process designed to help an institution achieve and maintain optimum enrolment, where optimum is defined within the academic context of the institution. SEM is a comprehensive process designed to help an institution achieve and maintain optimum enrolment, where optimum is defined within the academic context of the institution. Michael Dolence (1993) Strategic enrolment management is a concept and process that enables the fulfillment of institutional mission and students’ educational goals. Strategic enrolment management is a concept and process that enables the fulfillment of institutional mission and students’ educational goals. Bob Bontrager (2004) 6

7. Physical Capacity Undergrad/ Grad Residency Program Capacity Special Skills Academic Profiles Majors Ethnicity Institutional Mission The Concept of Optimum Enrolment

8. Institutional Mission and Enrollment Goals Are Determined By: 8 Programs offered Historical status Niche Weaknesses Strengths Range of influence Aspirational status Current competitive status …with consideration to institutional differentiation!

9. The Purposes of SEM are Achieved by… Establishing clear goals for the number & types of students needed to fulfil the institutional mission Establishing clear goals for the number & types of students needed to fulfil the institutional mission Promoting student academic success by improving access, transition, retention, & graduation Promoting student academic success by improving access, transition, retention, & graduation Promoting institutional success by enabling effective strategic & financial planning Promoting institutional success by enabling effective strategic & financial planning 9

10. The Purposes of SEM are Achieved by… Creating a data-rich environment to inform decisions & evaluate strategies Creating a data-rich environment to inform decisions & evaluate strategies Improving process, organizational & financial efficiency & outcomes Improving process, organizational & financial efficiency & outcomes Establishing top quality student-centred service Establishing top quality student-centred service 10

11. The Purposes of SEM are Achieved by… Strengthening communications & collaboration among departments across the campus to support the enrolment program Strengthening communications & collaboration among departments across the campus to support the enrolment program -Bontrager (2004)

12. Promoting Student Success: The Student Success Continuum 12 Recruitment / Marketing Admission Orientation Co-curricular support Degree/goal attainment Academic support Retention Financial support Student’s college /university career Classroom experience

13. The Student Success Continuum 13 Traditional Enrollment Perspective Recruitment/ Marketing Admission Orientation Co-curricular Support Academic Support Retention Financial Support Classroom Experience Student’s College/University Career Attain Degree/Goal

14. The Student Success Continuum 14 The SEM Perspective Recruitment/ Marketing Admission Orientation Co-curricular Support Academic Support Retention Financial Support Classroom Experience Student’s College Career

15. The Enrolment Funnel is Different for Different Students 15 Student Type: Aboriginal Students New Canadians International Students 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

16. Gov’t Grants & External Funding SEM Enrollment Model “Capacity Development Loop”“Delivery Loop” Demand for Programs & Courses + + Student Retention + Programs & Courses Completed + - Reasons For Not Continuing + + Students Graduated, Transferred, Hired + + Gov’t Approval For Credit Programs = Programs & Courses Offered + = + Tuition & Other Sources Of Revenue + + Courses Enrolled Student Attrition + = Programs & Courses Developed & Approved + + + = Courses Taught + or - Source: P. Seto, 2008

17. 17 Enrolment Management System Institutional Goals Environmental Factors Student Characteristics Institutional Objectives Institutional Strategies Desired Outcomes Enduring Effect Enduring Behaviour Member of underserved student group Beliefs & values Academic preparation Motivation to learn Educational aspirations Self-discipline Adaptability Interpersonal skills Peer involvement Ability to pay Study habits Family & peer Support Student enrolment behaviour Demographic trends Competition Public Accountability (loan default rate, graduation, Accessibility, retention) Student geographic draw Economic Trends Off-campus employment availability Federal & provincial polices Quantitative Goals Qualitative Goals Diversity Goals Persistence Goals Capacity Goals Net Revenue Goals Student headcount Admission average Transfer GPA Visible minorities, Aboriginal, international Retention rates, Student Satisfaction, graduation rates Classroom capacity, adequate sections, Class size Financial aid discount rate, international enrolment Marketing Recruitment Admission Financial aid/pricing Orientation Residence Athletics First Year Experience Advising Supplemental instruction Service learning Learning communities Academic support Peer support Teaching & learning approaches Student engagement SEM organization Data mining Awareness Interest Commitment Enrolment Persistence Satisfaction Education Relationship Institutional Loyalty Institutional Image Source: Kuh et al, 2007; Black, 2003

18. Major SEM Components SEM Organization Data Mining & Analysis SEM Plan Marketing Recruitment Admissions Financial Aid Student Services Retention 18

19. What SEM is Not A quick fix A quick fix Solely an organizational structure Solely an organizational structure An enhanced admission & marketing operation An enhanced admission & marketing operation A financial drain on the institutional budget A financial drain on the institutional budget An administrative function separate from the academic mission of the institution An administrative function separate from the academic mission of the institution 19

20. SEM Audit A quick look at where we all stand in terms of SEM 20

21. Q & A 21 Thank you!