The New Dean of Admissions

In years past, the dean of admissions was primarily responsible for counseling students through the college application process. However, our ever-changing global society and technological advances have the profession rapidly evolving into much more than that. The additional responsibilities of today's dean of admissions include marketing strategies, recruitment, estimating tuition income and much more. Schools offering Education - Organizational Leadership degrees can also be found in these popular choices.


A Changing Field

The expanding technological tools that continue to increase the global competition for students, as well as hard economic times, have increased the pressure and responsibilities of admissions officers. As colleges look for well-rounded admissions and enrollment leaders, new positions and titles continue to emerge, clarifying a college's expectations and the position's core responsibilities. Examples of these redefining titles include director of admission and recruiting, dean of admissions and financial aid, vice president for enrollment management and marketing and vice president for enrollment and strategic communications.

New Roles and Responsibilities

These new titles and positions come with new roles and responsibilities. International competition for students and a down economy means that admissions and enrollment offices are responsible for estimating tuition income, matriculation rates and graduation rates, and then utilizing that information to develop marketing and social-media strategies that are aimed at recruiting the quantity and quality of applicants needed to ensure the school's financial and educational health.

Today's dean of admissions must be able to perform complex statistical analysis, develop data-informed strategies and measure results. Many admissions offices utilize institutional researchers to help answer questions such as: which students are most likely to apply, pay tuition and matriculate through? Why are certain kinds of students more likely to enroll than others? What is the relationship between a student's SAT score and his or her performance in college? What is the cost per student to the college? Some colleges also hire consulting firms that help with recruitment and marketing strategies.

Admissions leaders must also be able to articulate the value of the education a college offers to students, work with faculty members, handle public-relations and juggle the many competing goals of administrators seeking higher enrollment rates, professors who want students with higher SAT scores and trustees concerned with lowering tuition discount rates and increasing institutional revenue.

Read more about the college admissions process here.

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