The enrollment management industry has become an ever-present force in higher education. Its proponents tout its effectiveness in filling seats and bolstering institutional coffers. However, beneath the surface of these rosy claims lies a dangerous trend that threatens the very essence of higher education.

The problem with enrollment management lies in its focus on quantity over quality. It incentivizes institutions to prioritize attracting large numbers of students, often at the expense of providing a meaningful and enriching learning experience. This leads to:

 Commodification of education: Higher education is increasingly viewed as a product to be sold, with students becoming consumers to be catered to, rather than learners to be nurtured.

 Focus on short-term gains: The pressure to fill seats drives institutions to prioritize immediate enrollment numbers over long-term sustainability and academic excellence.

 Erosion of academic standards: The focus on attracting a large student body can lead to the lowering of admission standards and the prioritization of marketability over intellectual rigor.

 Increased administrative burden: The intricate strategies employed by enrollment management often add layers of bureaucracy and administrative complexity, diverting resources away from teaching and research.

The consequences of this industry’s influence are far-reaching. We see:

 A decline in the value of a college degree: As the quantity of graduates increases and academic rigor decreases, the value of a college degree is diminished.

 Rising student debt: The pressure to enroll more students, often at any cost, leads to institutions offering more expensive programs, contributing to the student debt crisis.

 A widening gap in access and opportunity: The focus on attracting “high-yield” students can exacerbate existing inequities in higher education, leaving marginalized communities behind.

It’s time to break free from the shackles of enrollment management. Higher education should focus on its core mission: to create an environment for critical thinking, intellectual growth, and the pursuit of knowledge.

Instead of chasing numbers, we need to prioritize:

 Academic excellence: Investing in faculty, research, and academic programs that foster critical thinking and intellectual curiosity.

 Student success: Providing students with the support and resources they need to succeed, both academically and professionally.

 Ethical practices: Rejecting strategies that exploit students or prioritize short-term gains over long-term sustainability.

Let’s reclaim higher education from the grip of the enrollment management industry and restore its true purpose: to be a force for good in the world, shaping minds and contributing to societal progress.