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ERIC Number: ED232584
Record Type: RIE
Publication Date: 1983-May
Reference Count: 0
Strategic Marketing Evaluation: A Focus Area for Institutional Research. AIR 1983 Annual Forum Paper.
Cooper, Edward M.; Gackenbach, Rusty
The level of awareness, knowledge, and current practices regarding strategic marketing within institutional research (IR) offices were studied for colleges in the Rocky Mountain region. Of the 18 responding offices, 9 indicated that their institutions utilized a marketing approach to planning. Of these 9 offices, 56 percent reported formal utilization of the marketing approach to institutional planning, while 44 percent reported informal or partial usage of this approach. Marketing functions were scattered throughout the institution with little reported integration as a whole marketing or strategic marketing system. The findings also indicated that IR offices were not performing many of the strategic marketing functions that can be readily assimilated. Indications were found that most IR personnel are not familiar with the basic terminology used in marketing (and business in general). The possibilities of incorporating a strategic marketing focus within the domain of institutional research are addressed. It is suggested that a strategic marketing model be followed and that IR offices be involved in the development and evaluation of: promotional strategies; product/service opportunities, pricing strategies, distribution strategies, and internal and external environment changes and projections. (Author/SW)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Identifiers: AIR Forum; Strategic Planning; United States (Rocky Mountain States)
Note: Paper presented at the Annual Forum of the Association for Institutional Research (23rd, Toronto, Ontario, May 23-26, 1983).