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ERIC Number: ED211152
Record Type: RIE
Publication Date: 1981-Dec
Reference Count: 0
Marketing the Program. New Directions for Community Colleges, Number 36.
Keim, William A., Ed.; Keim, Marybelle C., Ed.
New Directions for Community Colleges, n36 Dec 1981
This collection of essays examines the role of marketing in the recruitment and retention of community college students. First, Philip Kotler and Leslie A. Goldgehn define the marketing process and assess its potential benefits. Richard C. Richardson, Jr., and Donald S. Doucette question the effectiveness of marketing in the community college. Callie Foster Struggs considers the importance of community impact studies. Anne Mulder-Edmondson proposes the inclusion of the entire college community in the development of a marketing plan. The promotion of a marketing plan via the printed media is described by Barbara A. W. Smith, while Robert H. Gaffner examines uses of the electronic media in marketing. The process of identifying target populations through segmentation is discussed by William A. Keim. Wallace F. Cohen and Jeanne Atherton describe the successful marketing of an afternoon program. Edwin R. Bailey explores the potential for coordination with universities in the development of a marketing plan. Don G. Creamer and E. G. Akins examine the effects of marketing on student development activities. Marybelle C. Keim reviews strategies for student retention. James F. Gollattscheck poses some potentially negative effects of marketing and means to avoid them. Gunder Myran and Mark Ralph evaluate marketing practices in community colleges. Finally, Donna Dzierlenga reviews the ERIC literature dealing with community college marketing. (HB)
Descriptors: Community Colleges, Mass Media, Needs Assessment, Program Effectiveness, Publicity, School Holding Power, Student Attrition, Student Recruitment, Two Year Colleges
Jossey-Bass Inc., Publishers, 433 California Street, San Francisco, CA 94104 ($6.95).
Publication Type: Reports - Descriptive; Collected Works - Serials; ERIC Publications
Education Level: N/A
Sponsor: National Inst. of Education (DHEW), Washington, DC.
Authoring Institution: ERIC Clearinghouse for Junior Colleges, Los Angeles, CA.
Identifiers: Educational Marketing