Change of U.S. Community Colleges and Their Strategies for Attracting Students

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  • 米短期大学とその学生募集戦略の変容

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The history of the short cycle higher education in the US began in 1852. J. Thornton divided the history of junior and community colleges in the US into three phases between their inception and their period of rapid increase in the 1960's. These three phases are: i) the early period(1852-1920), ii) the period of expansion of vocational programs(1920-1945), and iii) the period of the development of community colleges(1945-1960's). As a result of these historical changes, junior and community colleges were able to fulfill the missions of transfer education, vocational education and community service. The situation changed suddenly at the Economic Crisis in 1972-73. The Crisis brought about various financial difficulties. At the same time, the young population dramatically declined and, as a result of the limited market, competition among higher educational institutions were intensified. Consequently, community colleges intensified their efforts to attract prospective students by adopting some marketing theories. The latest trends in terms of the marketing strategies of community colleges are the diversification and expansion of promotional activities and the consideration of "products", "price" and "place". In particular, complex concepts such as enrolment management and marketing mix have become the focus of attention. In addition, the importance of the role of college presidents is increasing far more than ever before.

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