Halia M. Valladares* and David Docherty
The chapter provides an overview of enrollment management in post-secondary education. It includes key concepts in enrollment management, its evolution from being a recruitment function to a strategic academic role, its challenges, and opportunities. The chapter shows how Mount Royal University (MRU) in Calgary, Alberta, Canada, applies its enrollment management strategies.
Current challenges in higher education institutions include changing demographics, reduced funding, and increased scrutiny from the public sector (Leslie & Fretwell, 1996; Taylor et al., 2008). These challenges directly impact the enrollment management function as tight budgets require institutions to ...
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