Recruiting of music students is expected to become increasingly competitive among colleges which offer music degrees during the next decade. In order to gain a perspective on the state of recruiting, this study investigated the recruiting techniques currently being used by music administrators at institutions of higher education which offer bachelor's degrees in music. The goals of this research were to determine whether music administrators anticipate a declining enrollment problem in their music program, to determine how active a role chief music administrators play in music student recruitment, to identify recruiting activities within a marketing context, and to describe significant differences in recruiting activities by geographic region and by comparisons of private and public institutions.A review of the related literature was conducted which included examining marketing research tools, recruiting and statistical information, and music-related sources. A three-part questionnaire was designed to gather information on general backgrounds of music units, their recruitment structures, and their recruiting activities. Items selected for inquiry were based upon information supplied in the review of the literature. The pilot survey instrument was tested by 10 music administrators who were involved in music-student recruitment. The population included the total number of institutions in higher education which offer some form of bachelor's degree in music, according to The College Blue Book, 21st Ed: Degrees Offered by College and Subjects (1987). The sample included 150 administrators who represented their respective music units. Music units were selected by means of a computer-generated random stratification according to their geographic region and their funding base. Forty-one percent of the questionnaires were returned.Data showed that a majority of the subjects believed their enrollments would be increasing during the next decade. However, 81.6% indicated their enrollments were currently below the desired level. The chief music administrator is the highest authority most often involved in developing the recruitment strategy and is often the most active individual in recruiting activities. More marketing expertise is available for music student recruitment: than is currently being utilized. This includes strategies to identify the target market and the development of a balanced marketing mix, i.e., strategies involving product, price, place, and promotion. Most of the recruitment strategies observed relied heavily upon promotional efforts and less on the other elements of a balanced marketing mix. Relatively few differences were noted in the recruiting practices of music units in higher education throughout the United States, either by their geographic region or by their funding base. Recommendations resulting from this investigation include areas for further study and additional recommendations. / School of Music
| Identifer | oai:union.ndltd.org:BSU/oai:cardinalscholar.bsu.edu:handle/175228 |
| Date | January 1989 |
| Creators | Brimmer, Timothy Ray |
| Contributors | Karjala, H. Eugene |
| Source Sets | Ball State University |
| Detected Language | English |
| Format | viii, 131 leaves : ill. ; 28 cm. |
| Source | Virtual Press |
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