ERIC Number: ED196474
Record Type: RIE
Publication Date: 1980-Oct-21
Reference Count: 0
Strategic Marketing Planning: Creative Strategies for Developing Unique Income Sources.
Scigliano, John A.
After discussing current community college financial problems, this paper examines the acquisition of alternative funding through the application of marketing strategies and strategic planning. The paper first differentiates marketing from sales or promotion and then describes the ability of a marketing program to attract new consumers and to provide early identification of potential threats to the college, such as community apathy, reduction in state funding, or competition from other institutions. The role of long-range strategic planning in the marketing process is then explained as a way in which colleges in search of alternative funding sources attune their planning efforts to institutional survival in the realization that continued existence cannot be taken for granted. A discussion follows of the ways in which the college bookstore and other college operations that are tied to the college's mission may legitimately serve as profit-making enterprises and thus reduce dependence upon legislative funding. Finally, the paper discusses the implementation of a college marketing program and suggests the creation of a quality control department to monitor its progress. Included in the appendix are a marketing audit instrument which was specifically designed for community colleges and a form for use in identifying and evaluating marketing issues. A bibliography is included. (JP)
Publication Type: Speeches/Meeting Papers; Reports - Descriptive
Education Level: N/A
Authoring Institution: N/A
Identifiers: Educational Marketing
Note: Paper presented at the Annual Conference of the National Council on Community Services and Continuing Education (October 20-22, 1980, Danvers, MA)