ERIC Number: ED251873
Record Type: RIE
Publication Date: 1984-Nov
Reference Count: 0
Marketing the Training Course On- and Off-Campus.
Curtis, Dan B.
For an academic department to successfully compete for resources today, it must keep its enrollments up by actively marketing its courses. The "minimal marketing" strategy used in the past, where departments designed programs and simply waited for students to appear, is no longer effective. At Central Missouri State University the department of communication has adopted a "balanced marketing" strategy to promote its courses. This strategy strikes a balance between minimal and aggressive marketing. It assures a quality product and reasonable promotion efforts to achieve high product adoption and high consumer satisfaction. Course design is based on a needs assessment, and the course is promoted among the constituencies that expressed the need. The marketing of a communication training course is a case in point. It is promoted in a variety of ways, including (1) guest appearances by the department chairman in public speaking and interpersonal courses to discuss the need for communication training; (2) flyers describing degree programs in communication given to students; (3) classroom discussion in each course of departmental offerings for the next semester; (4) memoranda about the course circulated to all departmental chairpersons, graduate advisors, and selected students; and (5) lunches with academic advisors who handle student course enrollment. Marketing the course off-campus is likely to be the next step for futurists say that educational institutions will soon be heavily engaged in training and retraining programs. These will have to be tailored to meet the needs of government agencies and large corporations. (Appendixes contain samples used to promote the materials course.) (RBW)
Publication Type: Reports - Descriptive; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Identifiers: Central Missouri State University; Market Research
Note: Paper presented at the Annual Meeting of the Speech Communication Association (70th, Chicago, IL, November 1-4, 1984).