Prospective student acquisition is a prominent issue in higher education marketing. Noel-Levitz (2012) estimated that higher education institutions are losing as high as 75% of the prospects after receiving an inquiry. Another study reported that 80% of the students who decide to apply to a program were influenced by the post-inquiry communications they had received from the higher education institutions (Aarinen, 2012). This chapter attempts to study the underlying concepts from literature and design a framework to extract prospective student profiles and further extend a discussion on how these profiles can be used to address the prospect engagement.
Lakkaraju, Santhosh Kumar; Tech, Deb; and Deng, Shuyuan, "A Framework for Profiling Prospective Students in Higher Education" (2017). Faculty Research & Publications. 7.