Enrollment management analytics: a practical framework

Abstract

Purpose The purpose of this paper is to examine the role of data analytics in addressing contemporary challenges and opportunities facing institutions of higher education, with a special emphasis on enrollment management for the example of a college of business administration in a Hispanic-serving four-year institution of higher education. Design/methodology/approach After reviewing previous research on this subject, the authors propose adding a new stratum to higher education analytics, enrollment management analytics, which uniquely identifies the actions associated with attracting and recruiting students, accounts for institutional differences and leads to students’ successful matriculation at institutions. Findings The authors demonstrate on the example of a professional college in a four-year institution of higher education how the utilization of modern analytical tools and techniques develop actionable decisions in the students’ recruitment process, which leads to their matriculation. Originality/value A definition and a new stratum in higher education analytics are proposed for enrollment management analytics.