Chapter 1 Admissions 17
CHAPTER 1 Admissions Let’s beg in a t the be ginning. Our prin cipal ent erprise, our main mission, is delivering education to our stud ents. The relationship of a college or university to its students is complex and may be fraught at times with high emotion. These emotional attachments, if posi tive, ofte n carry over i nto later life . Indee d, the health of the institution may depend on this and, so, we encourage it. No matter. In the eyes of t he law, at i ts core the relat ionship is c ontractual. The contract is formed whe n the i nstitution offers the applicant admission into its hallowed halls and the applicant accepts. So le t’s be gin at the begi nning, e xamining t he s teps i n the t ypical a dmis- sions cycle and the legal issues that underlie our efforts at attr acting prospective students. Advertising and Marketing the Institution Baby-boomers, suc h as your au thor, ca n reca ll a n e ra in whic h colleges re- sponded to student inquiries with a catalogue, a cover letter and an applic ation form. Many guidance counselors performed their role “out of the ir back pock- ets,” so to speak. Their “real” job was ass istant principal, school disciplinarian, or classroom teacher. Students applied to a schoo l or two, three or four at th e outside, a nd somet imes seriously co nsidered t he a rmed forces , be...
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