2012 Benchmark Report
Marketing and Student Recruitment Practices for Master's-Level Graduate Programs
What are the most popular and effective practices for graduate student recruitment?
Download this report to examine the most and least effective practices for attracting and enrolling master’s students from among 80 practices that were measured in this study. Included are practices for generating inquiries, converting inquiries to applicants, and awarding financial aid. The report resulted from a joint study conducted by Ruffalo Noel Levitz and NAGAP, the National Association of Graduate Admissions Professionals.

Also included in the report are admissions funnel benchmarks for graduate student recruitment; student search practices such as purchasing the names and addresses of prospective graduate students; and breakdowns of practices for the recruitment of specific graduate student segments such as adult learners, international students, students for business, health, and education programs, and part-time vs. full-time students.

Key findings:
  • Among the “top 10” most effective practices identified in this study—across Carnegie institution types, private and public—were hosting campus visits for admitted graduate students and maintaining graduate program web pages to attract inquiries.
  • Awarding assistantships to admitted graduate students, and following up by e-mail with students whose applications are incomplete, were also among the top practices across institution types.
  • Many of the top 10 practices (at least three of the 10 for each sector examined) were not being used by a significant portion of respondents, sometimes more than half.
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