Marketing-Based Strategies for Recruiting Business Students in the Next Century

As business education looks toward the twenty-first century, numerous challenges await. In the face of declining enrollments, and a trend toward accountability, business schools exist in an increasingly threatening environment. However, the future is not completely bleak. The employment of professional marketing-based strategies targeted at students holds some promise for addressing the situation. The purpose of this study is to develop a conceptual framework of student recruitment and provide an initial exploratory analysis of this framework’s relevant elements.