This document is a guide for a workshop on marketing college cooperative education programs. The guide takes the reader/workshop participant through the marketing process, from defining needs and resources to planning a marketing campaign, implementing it, and evaluating its success. Samples and sources also are provided. Topics covered in the guide are the following: strategic market planning; marketing--a definition; writing a marketing plan; the marketing plan--a four-step process; evaluating your marketing effort--employer and college benchmarks; marketing to faculty; common employer marketing tactics; marketing to alumni; marketing to multi-ethnic students; public relations tactics; personal selling ideas; advertising ideas; publicity through professional associations; and sources of marketing information. (KC)