Increasing Enrollment of Blacks at a Predominately White Southern University: Perceptions and Characteristics of Black Graduates

Abstract

This study surveyed 566 black college graduates for their perceptions for attracting more minority students to the University. Academic programs and location were critical factors noted. A majority (93%) of black alumni rated their educational experience good-to-excellent and 84% indicated they would attend the University again. The study suggests marketing techniques regarding admission should be changed to strategies emphasizing needs of the institution, e.g., use of black alumni, black professors, and black students.