While enrollment management is a concept that first originated in the early 1970s, recently it has become more of a priority and presence in higher education and in the public eye. From the admission process through alumni/ae giving, the enrollment management philosophy shapes the total relationship students have with colleges and universities. This article examines the transformation in practices, functions, and responsibilities of admission counselors as admissions has evolved to address the broader scope of enrollment management. Two former admission counselors share their personal experiences as student affairs practitioners in an enrollment management framework
