Recent program planning literature involving adult education has attempted to draw upon techniques from marketing management. Most of the literature has, however, not explored the relationship between adult education program decision needs and fundamental marketing concepts. Adult educators and marketing managers are conducting similar daily functions in institutional settings constituting a more comparative than contrasting framework. This convergence is derived from two major marketing discipline concepts, the marketing concept (philosophical in orientation) and the marketing mix (operational in orientation). The marketing concept centers on meeting consumer demands while marketing mix gives a management decision framework to handle four core marketing decisions. These marketing decisions are (1) what products or services (courses) to develop and present to the potential participant, (2) what price structure to use for the courses, (3) where the courses should be distributed, and (4) what promotional methods would be most effective in attracting participants. A case study of the University of British Columbia Center for Continuing Education was done to analyze the relevance of marketing concepts in conjunction with two adult education program planning concerns, course length and pricing (correlate with the first two of the aforementioned core marketing decisions). It was found that at this institution the course length and not the course cost was the major factor affecting participant enrollment. (EM)