The crucial issues in the administration of higher education embody the very purpose, function, and concept of each institution. The institution's administrative policies are based on the combined philosophy of many conflicting interest groups such as taxpayers, donors, administrators, faculty, students, staff, and users of university services. A function performed by the university which is receiving increasing attention and outside pressure is the formulation of admissions policy for newly entering students. This paper investigates problems involved in the admissions planning and presents a goal programming model as an optimization tool for the problem.