This professional report was written with the intention of assisting university administrators in understanding undergraduate enrollment management in large state universities from both a theoretical and an applied perspective. Enrollment management is a comprehensive, systematic approach to shaping an institution's student body. The elements of enrollment management - clarification of institutional mission and strategic planning, institutional research, academic program development, student services development, marketing, recruiting, admissions, financial aid, orientation, retention, career planning and placement - are discussed in chapter two. Examples of enrollment management efforts at large state universities are provided in chapter three to show the variety of ways in which the principles behind enrollment management can be applied to specific institutions with their individual idiosyncrasies. Finally, chapter four examines the University of Texas at Austin from an enrollment management perspective.