Enrollment Management

AACRAO Annual SEM Conference

Attendees enjoy professional development and networking as they develop tools and resources for taking enrollment outcomes to a new level. Build, enhance, and revamp your foundation for a comprehensive enrollment management plan, develop insights and ideas to position you and your institution at the forefront of the profession, and improve student success through creative recruitment and retention strategies.

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SEM Programs & Online Courses


  • Core Concepts of SEM

     

    This course provides an introduction to and overview of the foundations of Strategic Enrollment Management (SEM). From these foundations, the applications can then be tailored to the challenges, opportunities, mission and vision of each institutional setting.

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  • Enrollment Management: Environmental Scanning

     

    The AACRAO Enrollment Management: Environmental Scanning course provides a fundamental understanding of Environmental Scanning within a Strategic Enrollment Management (SEM) framework, and how it is used by institutions as guidance for decisions about the institution’s enrollment future.

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  • Enrollment Manager's Role in Retention and Student Success

     

    This course familiarizes new enrollment leaders with the history, tools, data, and campus partners to successfully engage in and lead student success initiatives at a university or college.

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  • Essentials of SEM

     

    Participants receive guidance from recognized SEM experts over a period of 31 continuous days, this online professional development program provides grounding in the fundamental principles of SEM from the perspective of 2-year, 4-year, public and private institutions.

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  • SEM Endorsement Program

     

    The SEM Endorsement Program features webinars, field visits, online courses, and a capstone. SEM-EP graduates receive the SEM-EP Badge and inclusion on the national registry.

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  • ASCEND Program

     

    The ASCEND Program is designed to prepare mid-level professionals in the competencies required to take the next step in enrollment management leadership. The year-long intensive program uses self-paced modules and live discussions to cover the technical topics of enrollment management.

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SEM Resources


Books

AACRAO Strategic Enrollment Management publications available for online purchase

Podcast

Admit It: AACRAO's college admissions and enrollment management podcast

Reports

AACRAO special topics research reports

AACRAO Consulting

Guidance & Recommendations

Student Identity

Released in 2019, to provide guidance for AACRAO members and their institutions on serving transgender students and students who wish to update their gender marker, change their legal name, use a chosen name, or designate a pronoun.
semq-logo-pos--sm

SEMQ provides knowledge and insight into the ongoing evolution of strategic enrollment management (SEM). SEMQ bridges the gap between theory and practice with articles by thought leaders and practitioners who address the emerging dynamics of SEM, including: executive-level leadership, leading strategies, internationalization, research, academic orientation, and current trends.

Read SEMQ

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Your professional development news

Are you “deficit-minded” or “equity-minded”?

Oct 1, 2018, 11:11 AM
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Summary : Challenging how we perceive and talk about diversity and inclusion.
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A key professional competency for AACRAO members is knowing how to discuss and advocate for access and inclusion for diverse student populations.

This conversation has often centered around racial identities and the lack of access to opportunities certain groups have experienced, according to Dr. Monique L. Snowden, Fielding Graduate University Interim Provost & Senior Vice President and chair of the AACRAO Professional Access & Equity Committee. But the conversation is actually much broader and more complicated than that.

What do we mean by “diversity”?
“Ironically, we’ve been approaching the topic of diversity not necessarily from a diverse perspective, but from a monolithic perspective. It is common to view diversity primarily from a racial standpoint, rather than from a diverse perspective of intersectionality,” Snowden said. “Students are beginning to demand the right to identify in multiple ways, not just in race but in cultural, ethnic, and other ways.”

Identities run across many spectra in addition to race and ethnicity, such as gender, body ableness,  and socio-economic status. Students needs must be met in a variety of ways, not all of which are immediately apparent. Meeting these needs affects areas beyond recruitment, including retention, persistence, and timely completion.

(The 2018 AACRAO publication Recruiting and Retaining a Diverse Student Body, co-authored by Snowden, takes a deeper look at a range of strategic and operational matters that inform, influence, and yield the recruitment and retention of diverse student bodies.)

What do we mean by “inclusion,” and whose job is it, anyway?

“It’s not enough to just open the door and say, ‘you’re welcome here,’” Snowden said. Students want to experience a fully inclusive environment. They want to feel a sense of belonging, in tune with what’s happening at their college or university.” 

Student engagement for diverse populations may be explored by a chief diversity officer, although traditionally in the purview of student affairs or student life. It is the job of everyone at an institution , including academic affairs, to build an inclusive culture. That means registrars and faculty, too, must understand diversity and equity issues and embrace their respective responsibilities for relationship-building with students.

“Faculty play a critical role in helping students feel like they belong, can be successful, and made the right college choice,” Snowden said. “Enrollment management professionals tend to  function at the perimeters versus core of the academic domain, but they should communicate to the whole of campus and collaborate on curricular and program matters, whether EM is located in student or academic affairs.” 

Instead of blaming the student, examine the institution

“We continue to approach certain student populations with a deficit mindset,” Snowden explained. “We look at data, see a gap, and the first thing we tend to do is attribute the problem to the student: their family, their circumstances -- rather than looking at how the institution may be culpable.”

For example, if the data shows that students of color are less effective in the engineering program, a common first response is to problematize the student -- saying they have lower SAT quantitative scores, they went to less rigorous high schools, or they came from unsupportive families, and so on -- rather than examining possible failures of advising, cultural competencies, and other programmatic shortcomings. 
 
“We need to promote developing an equity mindset: asking what institutions can do to better understand nuances among the student population and respond to and engage different students with appropriate services and resources,” Snowden said.

Build competency
Snowden and other authors of Recruiting and Retaining a Diverse Student Body will share their insights and invite a deeper dialogue in their eye-opening session at the 2018 AACRAO SEM Conference. Join them November 11-14, 2018, in Washington, D.C.
 
Recruiting and Retaining a Diverse Student Body
(2018) Preface by Monique Snowden.
An essential resource for deepening readers’ expertise into a range of strategic and operational matters that inform, influence, and yield the recruitment and retention of diverse student bodies. Achieving an optimum enrollment mix that takes into consideration the diversity of students who apply to and enroll at a particular college is paramount to student and institutional success. 
AACRAO Professional Competencies & Proficiencies
Categories :
  • Admissions and Recruitment
  • Competencies
  • Diversity and Inclusion
  • Enrollment Goals
  • Enrollment Management
  • Enrollment Mix
  • Leadership and Management
  • Meetings, Workshops, and Trainings
  • Retention
  • SEM Conference
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