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International Survey of Research University Leadership: Evaluation of the University Enrollment Marketing Effort

  • ID: 4459913
  • Report
  • 72 Pages
  • Primary Research Group
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39.36% of Sampled Universities Expect an Increase in Distance Learning Student Enrollment


  • Barnard College
  • Griffith University
  • Michigan State University
  • Saint Louis University
  • University of Idaho
  • University of Pittsburgh
  • MORE

The study gives detailed data on how 249 university deans, provosts, administrative and academic department heads and other leaders perceive their university’s enrollment marketing efforts.Survey participants grade their university effort, and indicate whether they would support more or less university funding for the marketing effort.In addition, they relate their expectations for the near future on enrollment of international students, distance learning students, non-degree program students, undergraduates, and graduate students. They also give their opinion on the effectiveness and desirability of a range of marketing options such as marketing through Google Ads, Facebook, Instagram, and more traditional outlets such as university open houses, direct mail, newspaper and radio and television advertising, among other options.

Respondents were drawn from major research universities in the USA, Canada, the UK, Ireland, Australia and New Zealand.

Data in the report is broken out by a broad range of criteria including: age, gender, academic title, and compensation level of respondent, and university ranking, public/private status and country of origin of the respondents affiliated institution. The sample is comprised of deans, provosts, chancellors, trustees, vice presidents, upper level administration directors, academic department heads, and distinguished professors.

Just a few of the report’s many findings are that:

  • Leaders from universities in the lowest tier ranking, lower than 300 worldwide, were the least likely to feel that their universities were doing a good or very good job in their marketing efforts, only about 29% felt this way, and the most likely to feel that the performance was acceptable or ineffective, more than 48% gave one of these two answers.
  • A plurality of 39.36% of those sampled expect an increase in distance learning student enrollment and an additional 8.4% expect a significant increase while only 2.81% expect a decline and 1.2%, a significant decline.14.46% of those sampled did not answer the question and 33.73% expected no real change in enrollment levels of distance learning students.
  • Unlike many other marketing options, support for Facebook and other social media marketing options was stronger among public than private universities; more than 35.5% of the former wanted to increase spending on social media marketing to any degree vs 28.85% of the latter.
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  • Australian National University
  • Barnard College
  • Baylor College of Medicine
  • Brown University
  • Carleton University
  • Carnegie Mellon University
  • Case Western Reserve University
  • College of Agriculture and Natural Resources, University of Maryland
  • Curtin University
  • Drexel University
  • Emory University
  • Georgia Institute of Technology
  • Griffith University
  • Imperial College London
  • James Cook University
  • Lehigh University
  • Massey University
  • McGill University
  • Michigan State University
  • Monash University
  • Penn State College of Medicine
  • Penn State University
  • Pennsylvania State University
  • Princeton University
  • Queen Mary University of London
  • Rice University
  • Rutgers University
  • Saint Louis University
  • Swinburne University of Technology
  • Teachers College, Columbia University
  • The Brown School at Washington University in St. Louis
  • University College Dublin
  • University of Alberta
  • University of Birmingham
  • University of California, Davis
  • University of California, Riverside
  • University of California, Santa Barbara
  • University of California--Berkeley
  • University of Chicago
  • University of Florida
  • University of Idaho
  • University of Idaho
  • University of Maryland
  • University of Maryland--Baltimore
  • University of Maryland--College Park
  • University of Michigan
  • University of Michigan at Ann Arbor
  • University of Michigan School of Information
  • University of Michigan-Flint
  • University of Missouri
  • University of Nottingham
  • University of Pittsburgh
  • University of South Florida
  • University of Tasmania
  • University of Texas Southwestern Medical Center
  • University of Toronto
  • University of Toronto Scarborough
  • University of Utah
  • University of Western Australia
  • VCUArts in Qatar
  • Virginia Commonwealth University
  • Washington State University
  • Washington University
  • Washington University in St. Louis
  • Yale University
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