The objective of this thesis is to improve higher education marketing and, thus, increase enrollments. The key to successfully enhance recruitment efforts and marketing strategies is knowing students’ preferences, evaluating the institution, and learning more about the competition. This thesis creates a model that shows the effects of admitted student’s preferences on enrollment. Data from Admitted Students’ Questionnaire are used to test this model. Moreover, the thesis also creates a model that shows higher education institutions’ performance and how performance is affected by competition. The higher education institutions examined in this thesis are Colorado College, Colgate University and Wake Forest University
Includes bibliographical references.