Orchestrating an Enrollment Management Transformation

Karen L. Pedersen (Northern Arizona University, USA), Terri Hayes (Northern Arizona University, USA) and Tim Copeland (DemandEngine, USA)
Copyright: © 2014 |Pages: 307
EISBN13: 9781466659315|DOI: 10.4018/978-1-4666-5051-0.ch015
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This case chronicles the beginnings of an enrollment management transformation currently underway at The Extended Campuses of Northern Arizona University. After flat enrollments for three plus years, the organization executed a phased plan to alter the university’s enrollment trajectory. A complete reorganization, an intentional effort to operationalize enrollment marketing best practice, and the establishment of a data-driven organization comprise the foundations of the first phase of the plan. While specific to Northern Arizona University, the case will also highlight six foundations for initiating any enrollment management transformational journey.
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