ERIC Number: ED253279
Record Type: RIE
Publication Date: 1984-Apr
Reference Count: 0
Four Structures for Marketing in the American Public Community College.
Bogart, Quentin J.
Prepared for college officials considering the development of marketing programs, this paper examines the distinctive marketing practices for four geographically separated, public community college districts: Coastline Community College (CCC), California; Metropolitan Community College District (MCCD), Missouri; Triton College (TC), Illinois; and Prince George's Community College District (PGCCD), Maryland. Introductory comments trace the emergence of educational marketing in the community college, define "marketing," and briefly describe the process. The next sections discuss the four marketing structures represented by the institutions: (1) CCC's Central Administration Dominated Structure, which uses the chief administrative officials of the college as its marketing group with the college president as the marketing leader; (2) MCCD's Marketing Committee Dominated Structure, which places much of the responsibility for planning and implementation in the hands of marketing committees at the individual college or campus level; (3) TC's Marketing Division Dominated Structure, which devotes an entire division of the institution, staffed with a cadre of trained professionals, to the marketing enterprise; and (4) PGCC's Student Services Dominated Structure, in which the Dean of Student Affairs is charged with organizing and leading a collegewide marketing program. Each of these sections includes a description of the college, an organizational chart showing the place of the marketing efforts within the institutional structure, and an enumeration of the responsibilities of the personnel involved. Finally, the main advantages and disadvantages of the four structures are reviewed. (LAL)
Publication Type: Reports - Descriptive; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Identifiers: Coastline Community College CA; Educational Marketing; Metropolitan Community College District MO; Prince Georges Community College MD; Triton College IL
Note: Paper presented at the Annual National Convention of the American Association of Community and Junior Colleges (64th, Washington, DC, April 1-4, 1984).