ERIC Number: ED201343
Record Type: RIE
Publication Date: 1981-Mar
Reference Count: 0
Market Analysis. What Is It? How Does It Fit into Comprehensive Institutional Planning?
The basic principles of market analysis are examined in this paper especially as they relate to institutional planning. Introductory material presents background information, including: (1) a description of two projects undertaken to implement modern management techniques at small colleges; (2) an examination of three marketing philosophies; and (3) definitions of selected marketing terminology. The next section places market analysis within the context of a college's data gathering system, suggesting a management information model in which explicit classifications of data are collected from individuals and agencies through a process incorporating research, strategy development, and communication. A review of various sources of marketing data follows. As a means of exemplifying the relationship between market analysis and institutional planning, the next section of the paper describes the marketing-oriented institutional planning process used at North Central Technical College, Mansfield, Ohio, under which college staff formulate goals and objectives in accordance with planning assumptions concerning the future of the college's internal and external environments. The paper concludes with examples of the college's accomplishments in the areas of institutional goal attainment, staff development, articulation with secondary schools, and qualitative improvement. A checklist for market analysis and a bibliography are appended. (JP)
Publication Type: Opinion Papers; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Identifiers: Educational Marketing; Market Research
Note: Paper presented at the workshop on "Knowing Your Community and Acting Accordingly" sponsored by the National Alliance of Postsecondary Education Institutions/Districts of the National Center for Research in Vocational Education (March 15-16, 1981).