Are U. S. Colleges and Universities Applying Marketing Techniques Properly and within the Context of an Overall Marketing Plan?.

Goldgehn, Leslie A.

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Peer reviewed

ERIC Number: EJ456072

Record Type: Journal

Publication Date: 1990

Pages: N/A

Abstractor: N/A

ISBN: N/A

ISSN: ISSN-0884-1241

EISSN: N/A

Are U. S. Colleges and Universities Applying Marketing Techniques Properly and within the Context of an Overall Marketing Plan?

Goldgehn, Leslie A.

Journal of Marketing for Higher Education, v3 n1 p5-28 1990

A survey of 791 college admissions officers investigated the use and perceived effectiveness of 15 marketing techniques: publicity; target marketing; market segmentation; advertising; program development; market positioning; market research; access; marketing plan; pricing; marketing committee; advertising research; consultants; marketing audit; and marketing director. Results indicate acceptance of the techniques but little consistency. (MSE)

Descriptors: Administrative Policy, Administrator Role, Admissions Officers, Advertising, College Administration, Committees, Consultants, Higher Education, Marketing, National Surveys, Program Administration, Program Development, Public Relations, Publicity, Research, Student Recruitment

Publication Type: Journal Articles; Reports - Research

Education Level: N/A

Audience: Administrators; Practitioners

Language: English

Sponsor: N/A

Authoring Institution: N/A

Grant or Contract Numbers: N/A

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