The College of New Jersey has for many years had a sterling… The College of New Jersey has for many years had a sterling reputation in New Jersey and parts of the Northeast for the quality of its academic programs. Due to its reputation, TCNJ, often did not have to compete hard for students and had a high yield rate (yield rate is the percentage of students who enroll at TCNJ after receiving an offer of acceptance. All students accepted to TCNJ do not necessarily enroll). However, the TCNJ yield rate has been decreasing from about 42% to 25%. Many accepted students have ended up going to college out-of-state. The student recruitment department at TCNJ views TCNJ accepted students who ultimately go to college out-of-state, as a leading cause of the declining yield rate. This is a particularly important issue, in New Jersey, because 37% of high school graduates
attend college out of state. By reducing the number of NJ students who attend college out-of-state, TCNJ will be better able to meet its student enrollment targets and improve its yield rate. However, before a program can be put in place to reduce TCNJ accepted students who go out-of-state, TCNJ needs to identify what factors are important to students, so TCNJ can make the necessary investments to be a preferred college option for these NJ high school graduates who go out-of-state. Based on the scenario above, answer the following questions.What marketing principle does this marketing issue pertain to?What kind of strategy should TCNJ use to determine what to focus on when trying to attract out-of-state students so that TCNJ is the preferred option?What kind of analytic technique should TCNJ use?Arts & Humanities Communications Marketing MARKETING DMA 304