ERIC Number: ED028403
Record Type: RIE
Publication Date: 1969-Jan
Reference Count: 0
Application of Demand Analysis in Marketing Continuing Education.
Waters, Elzberry, Jr.
This study investigated the feasibility of applying economic demand analysis (especially elasticity of demand) in marketing George Washington University off-campus degree programs. In the case under study, a supplemental budget request had to be submitted to meet expenses incurred by an unforeseen increase in demand for graduate and undergraduate credit courses in the College of General Studies. Accordingly, a written and graphic analysis was made of the budget justification in terms of the total contribution profit concept, break-even analysis, and the multiple functional relations affecting the demand for credit courses. A framework or model was also sought for an intelligent approach in other off-campus departments to planning, prediction, and control of functions. The resulting tuition increase was accompanied, not by the expected drop in demand, but by an increase. This apparent paradox was attributed to factors other than elasticity of demand (curriculums, total tuition, tuition assistance, promotion) which entered into the final determination of demand. Implications for budgeting and program planning were noted, together with suggestions for further research. (ly)
Publication Type: N/A
Education Level: N/A
Authoring Institution: George Washington Univ., Washington, DC.
Identifiers: George Washington University DC