TITLE:
Strategies for Enrollment Managers at Historically Black Colleges and Universities: A Single Case Study
AUTHORS:
Johnny B. McDonald, Charles R. Needham
KEYWORDS:
Customer Relationship Management (CRM), Customer Satisfaction, Enrollment Data, Historically Black Colleges and Universities (HBCUs), Marketing, Marketing Strategy, Retention Rate
JOURNAL NAME:
Open Journal of Business and Management,
Vol.8 No.3,
May
29,
2020
ABSTRACT: The purpose of this study
was to explore customer relationship strategies of enrollment managers of historically black colleges,
and universities can utilize to increase enrollment rates leading to increased
financial stability. The conceptual framework for this study was the general
system theory. Data derive from semistructured interviews and employee
handbooks. The data analysis consisted of compiling the data, disassembling the
data into standard codes, reassembling the data into themes, interpreting the meaning,
and reporting the themes. Member checking and methodological triangulation
increased the trustworthiness of the study. Themes that emerged were
efficiencies with technology, student retention, and financial performance.
Using up to date and effective technology, including customer relationship
management and creating strategies to focus on student retention, can help
educational organizations improve their financial performance. The findings of
this study included basic strategies HBCU enrollment managers’ need to improve
financial performances. The general systems (GST) enhanced the themes
applicable for CRM strategies and aligned with the overarching research
question. The potential for social change includes the opportunity to increase
graduation and student retention rates to provide more opportunities for local
business leaders and enhance the economic sustainability of local communities.