ERIC Number: ED192847
Record Type: RIE
Publication Date: 1980
Reference Count: 0
Marketing Plan, 1980-81.
Hoppe, Sherry; Biggers, Paul
A marketing program for Chattanooga State Technical Community College (CSTCC) is presented as a guide to be used by the college in increasing its share of the traditional college-age market and in expanding the college's target audience to include more non-traditional students. The report first presents a review of the literature concerning educational marketing and student retention, and then outlines major findings for five studies conducted by CSTCC. These studies sought to determine characteristics of entering students, CSTCC's impact on the community, graduate satisfaction with the college, the factors influencing students to drop out, and the relative enrollment contributions of area zip code tracts and high school districts. The implications of the studies for planning are then enumerated and marketing strategies to be used in dealing with 15 target audiences are outlined. These audiences are the general population, applicants, currently enrolled students, transfer students, program leavers, graduates, high school students, high school seniors, area employers, public agencies, area educational institutions, hospitals, churches, volunteer agencies, and civic organizations. For each strategy, time schedules are provided and the persons responsible for implementation are identified. An outline of the goals and activities of CSTCC's marketing task force and a description of the college's attrition reduction program are appended. (JP)
Descriptors: Community Organizations, Educational Planning, Employers, High School Seniors, Institutional Research, Nontraditional Students, Public Agencies, School Community Relationship, School Holding Power, Student Attrition, Student Recruitment, Technical Institutes, Two Year College Students, Two Year Colleges
Publication Type: Reports - Descriptive; Guides - Non-Classroom
Education Level: N/A
Authoring Institution: Chattanooga State Technical Community Coll., TN.
Identifiers: Market Segmentation