Improving Student Enrollment Through the Use of Relationship Marketing in Higher Education at a Private Not-for-Profit Institution in the Midwest

The research study reflected the impact of relationship marketing on prospective students in a higher education institution. Student matriculation and retention are critical for institutions to remain viable in the increasingly competitive higher education sector. Various initiatives emerged to enhance student engagement and increase student enrollment; however, the study does not include a particular aspect of marketing to strengthen connections with prospective students. The research was a qualitative case study on the impact of relationship marketing efforts on current students of a single institution of higher education. The institution’s staff triangulated the results with findings from new student surveys to ensure validity. The results indicate the aspects of the student recruitment process that significantly impacted on the current students. The study's results could assist marketing department decision-makers in higher education to investigate the relationship between marketing efforts and building relationships that enhance a student's college experience.