Colleges with selective admissions have a considerable PR problem. Eduventures’ Prospective Parent Research™ indicates that about one third of parents (34%) believe that schools should be using test scores when evaluating college applications, yet nearly two thirds (61%) believe schools actually do so. This is just one of many perception gaps. 

The first members of Generation Alpha will be entering high school this fall. Marketing professionals in other industries have already been paying close attention to this rising generation, their purchasing power, and brand affinities. But is higher ed ready to recruit them? And how different are they from their predecessors, Gen Z?

The most difficult aspect of yield is differentiating your institution at the finish line, especially among out-of-state students. These students overwhelmingly tell us that the quality of core academics, like the availability of their majors of interest, drives their...

Last year, following the first decrease in graduate enrollment in more than a decade, Eduventures speculated about whether the “graduate enrollment party” may finally be over. The major takeaway: institutions should no longer rely on steady graduate enrollment growth to balance out shrinking undergraduate enrollment.

Transfer students are notoriously pragmatic. Eduventures’ research has continuously shown that transfer prospects weigh practical factors when considering a transfer destination: availability of financial aid, cost of tuition, and availability of their chosen majors...