The Test Optional Tug-of-War

Description

This episode of The Higher Ed Pulse dives deep into the evolving landscape of standardized testing in higher education, sparked by recent policy reversals at institutions like Dartmouth and Yale. Mallory and Seth discuss the implications of these changes, not just for admissions but also for marketing and recruitment strategies. The conversation covers the potential impact on student diversity, list buying challenges for marketers, and how institutions are navigating these uncertain waters.

Key Takeaways:

Dartmouth's reversal on test-optional policies raises questions about the role of standardized testing in admissions, particularly for marginalized students.
The shift towards test-optional and test-flexible policies among elite institutions might signal a broader trend, with significant implications for admissions strategies across higher education.
The decline in SAT participation and the changing landscape of list buying present new challenges for higher ed marketers, necessitating innovative approaches to student recruitment.
The importance of clear communication with prospective students about admissions requirements and the use of test scores in the decision-making process.
The discussion extends to the broader impacts on marketing strategies, including the shift away from list buying towards digital marketing efforts and the need for institutions to adapt to these changes.

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