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In recent decades, higher education systems and institutions have been called to respond to an unprecedented number of challenges. Major challenges emerged with the phenomenal increase in the demand for higher education and the associated massive expansion of higher education systems. In response universities were called to adopt planning and research methods that would enable them to identify and address the needs of a larger, more diverse student body. Higher education institutions began to place greater emphasis on planning and marketing, seeking to maintain their position in an...

In recent decades, higher education systems and institutions have been called to respond to an unprecedented number of challenges. Major challenges emerged with the phenomenal increase in the demand for higher education and the associated massive expansion of higher education systems. In response universities were called to adopt planning and research methods that would enable them to identify and address the needs of a larger, more diverse student body. Higher education institutions began to place greater emphasis on planning and marketing, seeking to maintain their position in an...