If you deal with today's students as a marketer, college faculty member, administrator, parent, or high school counselor, this hands-on guide is a necessary addition to your bookshelf. The new, updated edition features the latest data on the Millennial Generation and how they are changing--and will continue to change--college life. Just as profoundly as their Boomer and Gen-X parents did, college students and their younger siblings have different expectations for their college experience. The ways that they involve their parents in their lives are very different than the relationship between Boomers and their parents. A new chapter in this second edition addresses the shift from Boomer to Gen-X parents of college students, the next big transition on the doorstep of higher education. The authors address issues ranging from the rise of ratings-driven admissions, to the rising burden of student loans, to greater challenges facing career counselors, to the new transition from Boomer "helicopter" parents to Gen-X "stealth fighter" parents. The new edition also presents original survey results on college students and the parents of college students. This exciting new feature is sponsored by Datatel Corporation and Chartwells, and was carried out by Crux Research in collaboration with LifeCourse Associates. With this book, you will find out why Millennial college students: * Like to work in teams * Are risking less and planning more * Find money and class to be more divisive than race Learn how this generation of college students is different and what changes you must make in your approach to recruit them and market to them successfully.