milestone one

HEA 610 Milestone One Guidelines and Rubric As you continue your journey to become a higher education administrator, it is important for you to understand the enrollment management process within higher education, including the techniques to attract, admit, and retain students. Irrespective of the type of institution you work for (private, public, or for-profit), strategies used to attract and retain students need to align with the institution’s mission and strategic goals. Through completion of the final project strategic enrollment plan, you will develop the skills necessary to develop the tactics for successful enrollment and continued retention of students, as well as approaches aimed at improving student achievement and persistence. By the time you complete your final project, you will have addressed the goals below. Please keep these goals in mind as you work through the course milestones.

 Goal 1: Enhance marketing, recruitment, and early outreach strategies from initial contact through first-day attendance and first-year persistence

 Goal 2: Increase the probability of student achievement through the development of early academic and support strategies targeted for the student’s first-year experience

 Goal 3: Enhance academic programs and support systems in order to improve student persistence and student success In your strategic enrollment plan, you will be covering the multiple enrollment periods relating to an annual planning horizon. You may complete this plan for an institution of your choice in any sector of education (public, private, or for-profit—as long as the institution is accredited by an agency recognized by the U.S. Department of Education). Through research and readings, you will gather the needed information to complete your plan. You will examine the tools for effective admissions marketing, predict admissions yields, and assess how financial aid influences enrollment behavior. You will also analyze the critical stages of the enrollment process, identify models used to frame retention, differentiate the fiduciary enrollment management responsibilities inherent in all enterprise positions, and appraise the impacts that student achievement and quality of student life have on student persistence. For this milestone, submit the prospectus for a comprehensive enrollment management plan for the institution you chose in Module One. Take an in-depth look at your institution and create a prospectus that provides an overview of your institution and the theories and models that explain its current enrollment management strategies. Also give an overview of the institution’s strengths, weaknesses, opportunities, and threats and the internal and external assumptions that underpin the institution’s enrollment management plan. This section will be a major part of your final project. To develop your prospectus, you will need to visit the IPEDS Data Center, the institution’s website, and other sources for local, regional, and national education and population trends. Specifically, the following critical elements must be addressed:

I. Prospectus a. Describe the organization and its enrollment marketplace. What overall details about the institution will help contextualize your plan? What

overall data is relevant to determining the marketplace? b. Describe the role of enrollment management at your institution. How does this role complement the institution’s enrollment marketplace? What

is the organizational structure that supports this role?

c. Describe the theories and models that underpin your plan and how they are applied. How do the roles and practices of relevant institution employees impact student retention, attrition, and persistence? What are the responsibilities shared by all college employees that are germane to enrollment management? How can faculty, staff, and administrators assist in the successful implementation and continued success of this plan?

d. Summarize your plan and articulate the value it will bring to student success efforts. Overall, how will you address the goals? What is the planning horizon encompassed in your plan? What other relevant details do you need to include in your prospectus that will contextualize the plan for your audience?

II. Analyze the Current Enrollment Management Landscape a. Explain the strengths and opportunities of the institution’s current enrollment management initiatives. What data about your marketplace

supports your assertions? How will your plan capitalize on these possibilities during the planning horizon? b. Explain weaknesses and threats within the institution, regarding enrollment management. How will your plan mitigate these challenges during

the planning horizon? What data about your marketplace supports your assertions?

III. Foundational Assumptions for Proposals a. Describe the external assumptions that provide the contextual framework for your plan. What are the demographic, economic, or cultural

realities of your enrollment marketplace? What theories and assumptive models drive your decisions? b. Describe the internal assumptions that provide contextual framework for your plan. What details such as program offerings, cohort section size,

facilities limitations, or regulatory compliance impact your enrollment marketplace? What theories and assumptive models drive your decisions?

Guidelines for Submission: This assignment should be a five- to eight-page Microsoft Word document with double spacing, 12-point Times New Roman font, one-inch margins, and compliance with APA style.

Critical Elements Proficient (100%) Needs Improvement (75%) Not Evident (0%) Value

Prospectus: Organization Describes the organization and its enrollment marketplace backed by relevant descriptive data

Describes the organization and the enrollment marketplace but does not back description with relevant descriptive data

Does not describe the organization and the enrollment marketplace

10

Prospectus: Enrollment Management

Describes the role of enrollment management at the institution and how it complements the enrollment marketplace

Describes the role of enrollment management at the institution but not how it complements the enrollment marketplace or description overall is cursory or inaccurate

Does not describe the role of enrollment management at the institution

10

Prospectus: Theories and Models

Describes the theories and models that underpin the plan and how they are applied

Describes the theories and models that underpin the plan but not how they are applied or there are gaps or inaccuracies in the description

Does not describe the theories and models that underpin the plan

10

Prospectus: Plan Summary Summarizes the plan overall and the value it will bring to student success efforts

Summarizes the plan but not the value it will bring to student success efforts or summary or summary is cursory

Does not summarize the plan 10

Current Enrollment Management Landscape:

Strengths

Explains the strengths and opportunities of the institution’s current enrollment management initiatives in relation to the plan, backed by marketplace data

Explains the strengths and opportunities of the institution’s current enrollment management initiatives, but relation to the plan or application of marketplace data is cursory, missing, or inaccurate

Does not explain the strengths and opportunities of the institution’s current enrollment management initiatives

10

Current Enrollment Management Landscape:

Weaknesses

Explains the weaknesses and threats within the institution regarding enrollment management in relation to the plan, backed by marketplace data

Explains the weaknesses and threats within the institution regarding enrollment management, but relation to the plan or application of marketplace data is cursory, missing, or inaccurate

Does not explain the weaknesses and threats within the institution regarding enrollment management

10

Foundational Assumptions: External

Describes the external assumptions that provide the contextual framework for the plan and how they inform it

Describes external assumptions that provide the contextual framework for the plan but not how they inform it or description is cursory or inaccurate

Does not describe external assumptions that provide the contextual framework for the plan

10

Foundational Assumptions: Internal

Describes the internal assumptions that provide the contextual framework for the plan and how they inform it

Describes internal assumptions that provide the contextual framework for the plan, but not how they inform it, or description is cursory or inaccurate

Does not describe internal assumptions that provide the contextual framework for the plan

10

Articulation of Response Submission has no major errors related to citations, grammar, spelling, or syntax

Submission has major errors related to citations, grammar, spelling, or syntax that negatively impact readability and articulation of main ideas

Submission has critical errors related to citations, grammar, spelling, or syntax that prevent understanding of ideas

20

Earned Total 100%