| After a thorough review there is strong evidence that intercollegiate athletics can be used as an integral strategic platform for small colleges to grow enrollment. The competitive marketplace of higher education and the reduced size of state funding have forced public universities to act more private-like by emphasizing tuition-driven products. The literature has shown that more and more colleges are using athletics in their enrollment management plan to improve enrollment, image, retention, and graduation rates. Colleges and universities can capitalize on successful athletic performance, both individually and collectively, to help brand and improve the image of the university. Additionally, there are well documented studies, both internal and external, that support the statement that student-athletes perform, remain, and graduate at a significantly higher level than their nonathletic peers at the NCAA III level. Given today's competitive environment, colleges and universities need to think about how their financial and physical assets can be best aligned to achieve the institution strategy. This can present significant potential for the University of Wisconsin-Superior. This university can position itself by using athletics as a tool to increase enrollment, improve retention, and build a stronger community. A number of strategic responses, not just the use of athletics, are necessary or the university will be forced to continue cut its operating budget. |
