Question One
The popular modern adage about not fixing things as long as they work clearly reflects fixing to be more of a norm than an exception in the contemporary world. The same factor applies to modern academia in general and particularly with regard to school strategic enrollment management plans (Hossler & Kalsbeek, 2013) . This refers to the programs, architecture, and infrastructure that has been put in place to attract and retain students in schools. First, the strategic enrollment management plan must be ideal and any ideal is a variable factor. When circumstances change, what used to be ideal is no longer as effective as it used to be. Further, marketing is all about perceptions and what students were looking for in schools last year may not necessarily be what they are looking for this year (Hossler & Bontrager, 2014) . Finally, a school may have too few students that it is at risk of closure and will, therefore, need more students at any costs, yet at other times it has too many and needs to be selective in its approach to attracting students. Therefore, the changing times and circumstances make it necessary to keep on monitoring, measuring, and adjusting its strategic enrollment management plan.
Question Two
Scorecard refers to proprietary technology that enables planners and strategists better understand a multilevel system so as to establish who effectively manage and/or improve on it (Miller Heiman Group, 2017) . The enrollment funnel, on the other hand, relates to the process through which potential students move before becoming actual students for a learning institution. Scorecard can enable strategists to understand which particular aspect of the funnel is successful and which one is lagging behind. For example, an institution can be attracting very many interested potential students, however, along the way before they achieve enrollment, these students are lost (Hossler & Bontrager, 2014) . On the other hand, schools may be converting a high ratio of interested students but not attracting enough. The scorecard will enable an understanding of where the bottleneck lies in the system and how to eliminate it thus increasing the number of enrollments.
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References
Hossler, D., & Bontrager, B. (2014). Handbook of strategic enrollment management . Hoboken, NJ: John Wiley & Sons
Hossler, D., & Kalsbeek, D. (2013). Enrollment management and managing enrollments: Revisiting the context for institutional strategy. Strategic Enrollment Management Quarterly , 1 (1), 5-25
Miller Heiman Group. (2017). What is Funnel ScoreCard®? Retrieved September 04, 2017, from http://mhi-kb.knowledgeowl.com/help/funnel-scorecard-overview
