Join Craig Goebel, an education consultant, as he helps parents understand how colleges and universities use market research to excite and win prospective applicants. Ratchet down the emotion and guesswork about the process, and find out what is driving colleges’ strategic recruitment, marketing tactics, and pricing, merit, and financial-aid decisions. Understand what data points are driving college branding and admissions and what you can do to be an informed consumer in the process. Goebel is a principal with Art & Science Group, a Baltimore-based consulting firm providing market-informed strategies to higher education and others. Goebel is a regular presenter at national higher education conferences around the country and has served as a guest lecturer in George Washington University’s Higher Education Administration program.