Enrollment Management Structures, Processes and Strategies for Academic Programs in Complementary and Integrative Health Open Access
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Abstract of DissertationEnrollment Management Structures, Processes and Strategies for Academic Programs in Complementary and Integrative HealthThis study examined how enrollment managers describe their experience with the structures, processes and strategies relevant to enrollment in complementary and integrative health programs. A multiple-case study design was used for this qualitative study, and semi-structured interviews and document analysis were the means of data collection. Case sites were purposively chosen for their relevance to complementary and integrative health programs in higher education.The researcher visited each case site and conducted in-person interviews with six participants. Documents relevant to the recruitment and marketing functions of the enrollment management process were also collected. The study used a conceptual framework based on enrollment management models, enrollment management orientations and enrollment management decision-making models. The data were coded and emergent themes were categorized and analyzed following the guidelines of Creswell (1994) and Seidman (2006).The study found that enrollment management for complementary and integrative health programs is driven by institutional tuition dependency. The institutions dependence on tuition revenue leads in some cases to reactive decision making and dissonance in the enrollment management orientation. The difference in the enrollment management orientation of the study participants compared with that of the institutional leadership, created a dissonance that resulted in challenges in acquiring resources and in developing the appropriate organizational structures to support enrollment. Enrollment management strategies were also limited because of resource availability and allocation. The professional development of staff and the organizational trust in the expertise of staff also had an impact on enrollment management. Finally, the lack of available data on career outcomes was also found to be a hindrance to the enrollment management process.