ERIC Number: ED200295
Record Type: RIE
Publication Date: 1981-Mar
Reference Count: 0
Utilization of Marketing Techniques in California Community Colleges.
Gregory, Judi A.
A survey of the 107 California community colleges was conducted during Spring 1980 to assess the extent to which college administrators had adopted marketing techniques. The survey instrument listed 31 such techniques under six general categories: marketing surveys, direct advertising, public information, high school recruiting, community services, and administrative activities such as the establishment of a marketing task force. Respondents were asked to indicate: (1) which techniques had been used during the past two years; (2) their perceptions of the effectiveness of those techniques; and (3) which techniques the colleges were planning to use during the following year. Major findings, based on a 72% response rate, reveal that high school visitations, mailed class schedules, newspapers, news releases, and the provision of facilities for community use were the most frequently employed techniques. While the commitment of resources to marketing, the establishment of a marketing task force, and surveys of non-returning students were the least frequently used techniques, these three appeared in the list of activities the colleges most frequently planned to use. Among techniques that had been used, those falling under the administrative, public information, and community service categories and the highest effectiveness ratings. The study report analyzes findings and presents summary recommendations. (LP)
Publication Type: Speeches/Meeting Papers; Reports - Descriptive
Education Level: N/A
Authoring Institution: N/A
Identifiers: California; Educational Marketing
Note: Paper presented at the Annual Community College Research Conference of the California Community and Junior College Association (Monterey, CA, March 25-27, 1981).