Discussion of learners' prior knowledge focuses on a method for exploring common-sense reasoning by engaging secondary school students in the development of an expert system representing their own intuitive expertise. Students' intuitive concerns are discussed; patterns of reasoning are examined; and epistemic planes are described. (23 references)…

Discusses uses of technology in distance education and describes a study of college graduate students that illustrated the effects of two different instructional delivery technologies on the nature of interaction in online education systems: one used a synchronous video link-up and one used an asynchronous computer-mediated communication system.…

Explains how a user-centered approach to system design addressed the representational and strategic issues that arose when developing an artificial intelligence-based system, the Science Education Advisor, a case-based hypertext browsing system designed to collect and dispense ideas and advice for teaching elementary school science. (39…

Summarizes research activities concerning FITS, a Framework for Intelligent Tutoring Systems, and discusses the major results obtained thus far. Topics include system architecture; domain independent framework; student model module; expertise module; tutoring strategies; and a model of tutor's decision making, including knowledge sources and…

Interviews with 96 higher education administrators in Alberta (Canada) revealed that most view marketing to be activities used in attracting resources. Only a few Alberta institutions engage in marketing research or comprehensive marketing planning. Funding was considered a major constraint, but respondents predicted more institutions would adopt…

It is argued that higher education should be marketing according to principles for marketing services not products. Unique features of services, implications for marketing, and application of service marketing principles to college and university recruitment are explained. Research on seven successfully marketed colleges and universities and…

In a survey, 150 individuals evaluated 7 professions on prestige, honesty and ethical standards, importance to society, and interesting and challenging nature of occupation. Overall, university professors were rated lower than doctors, dentists, pharmacists, and clergy; the same as lawyers; and higher than bankers. Respondent income, age, and…

A general research analysis model that can be used by colleges and universities is presented. The model may be useful to institutional leaders with no formal training in marketing and can assist in understanding the delicate interaction between activities and components critical to the overall marketing process. (Author/MSE)

A survey of 124 marketing executives from major companies investigated their perceptions of academic research on marketing, including their views on the role of academic research, willingness to collaborate on academic research, key research interests and perceived lack of attention to them, and general impressions. Substantially negative…

The parallel political marketplace conceptualization is used to analyze the political environment in which colleges and universities operate, including the effect of citizen/consumer groups on institutional marketing decisions, advocacy organizations, flow of favors and threats in political systems, political roles served by marketing, and…

College and university marketing departments should use the technique of positioning to increase enrollments. The triangular approach to positioning uses close scrutiny of the student profile, the benefits marketing courses offer, and the competition the department faces within and outside the business school. The technique can also be used by…

The concept of program life-cycle management is applied to college fund raising. Program life-cycle stages (introduction, take-off, maturation, saturation, decline) and fund-raising steps (identification of objectives, targeting of markets, estimate potential for contribution, organization, strategy development, fund-raising performance…

From a marketing perspective, the curriculum is an important product of the college or university. A study using survey research and target marketing investigated what the business community wants this product to be. Implications for structuring the curriculum as preparation for employment of marketing graduates are examined. (Author/MSE)

It is noted that "undervalued metropolitan universities," which generally have open enrollment, low tuition, and a large proportion of nontraditional students, often also have a diffuse and unclear public image. A model positioning concept for these institutions, used by Wright State University (Ohio) is proposed and described. (MSE)

It is argued that the marketing concept should be applied to the student-teacher interaction in colleges and universities, focusing on marketing's consumer orientation, whereby the exchange process is driven by the desire of one party to satisfy the needs of the other. Relevant marketing mix variables are outlined. (MSE)