ERIC Number: ED188652
Record Type: RIE
Publication Date: 1979-Nov
Reference Count: 0
Marketing in a Community College. Report 80-01.
Daly, Robert; Bateman, Harold
Marketing in the community college serves to expand recruitment efforts in order to reach all members of the community, as a way to distribute information about the college, and as a means to discover new markets of students. The primary purpose of marketing is to increase the community's awareness of the college through better and more complete information, with the dual intent of attracting new students and satisfying existing ones. A successful marketing plan consists of six steps: (1) develop a supportive attitude towards marketing among college personnel utilizing a marketing coordinator and a marketing workshop; (2) conduct an audit of current marketing functions to determine the status of the college's markets, the feelings of students and community members toward the college, the college's competitors, social-environmental factors, the objectives and organization of the marketing efforts, the effectiveness and distribution of the college's programs, and the use of advertising; (3) conduct an assessment of the community's educational needs; (4) use the resultant information for market segmentation and to develop an image for the college; (5) develop strategies to increase enrollment based on the college's objectives and chosen image and on the market to be reached; and (6) evaluate marketing efforts. This descriptive report is appended by an outline of the marketing audit. (AYC)
Publication Type: Reports - Descriptive
Education Level: N/A
Authoring Institution: Santa Ana Coll., CA.