ERIC Number: ED200117
Record Type: RIE
Publication Date: 1980-Nov
Reference Count: 0
Marketing Post-Secondary Education in the U.S.A.
Goodall, Richard L.
The benefits and acceptability of marketing in postsecondary education are examined in response to evidence that indicates an increasing number of colleges and universities are turning towards the adoption of strategies and modes of administrative thinking that reflect commercial marketing techniques. The trend to use commercial techniques is attributed to two factors: (1) the growth of the 'Education Industry' has met and now exceeded the traditional sources of demand which are believed to have stabilized, or even shown a downturn and (2) other institutions are reporting successes both in attracting and retaining traditional student enrollments and in developing new ranges of educational services that will promote growth and ensure their survival. Chapters include: application of a marketing orientation in higher education, including pressures and resistance to marketing; a framework for educational service marketing which offers an 11-component model covering institutional mission, goal setting, situation analysis, service market analysis, service market planning, pricing, promotion, delivery, results, audit, and research data; and recent research and resources in marketing. Three major conclusions emerge: when an appropriate marketing system is followed by managers, immediate benefits may be visible to the institution; a wealth of resource materials are available to administrators for assistance in integrating a marketing plan; and marketing management is not a panacea for all threats to organizational survival. Appendices include community impact studies, market planning documents, list of marketing strategies, and 18 'publics' of an institution. A bibliography is provided. (LC)
Publication Type: Reports - Descriptive; Guides - Non-Classroom
Education Level: N/A
Authoring Institution: N/A
Identifiers: United States
Note: Some tables may not reproduce well due to light copy. Copyrighted appendices removed by ERIC before filming.