A study of the sources of influence for college students (n=162) making a choice of major illustrates how such information can be obtained, analyzed, and used to develop a marketing plan for a college or department. Several potential strategies for recruiting business majors, which resulted from the study, are outlined. (MSE)

A study of 128 college students found that working students use sophisticated methods for balancing their grades, courseload, and workload. It is proposed that, if colleges and universities understand how this happens, they can serve this important market segment better and benefit from more positive student perceptions of the institution. (MSE)

A study investigated whether demographics (age, gender, ethnic group, marital status, financial status) could be used to predict the importance of external variables (mailings, school visits, parents, job-placement rate, equipment, admissions representatives, community reputation, location) in students' choice of a private business career college…

The Western Australia market for master's-level business administration education (MBA) is examined, particularly relating to the University of Western Australia. An overview of current Australian MBA market conditions is given; and the history, competitive environment, structure, admission policy, tuition, and student financial aid of the…

A survey of 213 master's-level business administration students in 1 private and 3 public universities investigated the role of student financing, department characteristics, university characteristics, and information sources affected applicants' choice of institution to apply to. Despite similarities in the concerns of public and private…

The applicability of marketing research to development of college programs in collaboration with other institutions or individuals is discussed. It is recommended that college administrators conduct ongoing environmental scanning to identify major opportunities for joint programs, forming research groups to screen basic ideas and explore program…

A marketing concept was applied to college registration procedures in an experiment, focusing on degree of "escalation" of effort of students who had failed twice to register in desired courses, type of registration used (formal or informal) on each of three tries, and student characteristics (time until graduation, major, gender). (MSE)

A framework for strategic planning within academic departments is outlined. Elements include analyzing the strategic situation of all constituencies (department, institution, competitors, students, student employers), development of mission statement and departmental objectives, development of strategic market-target and curriculum options,…

A study applied the concept of market segmentation to student evaluation of college teaching, by assessing whether there exist several segments of students and how this relates to their evaluation of faculty. Subjects were 156 Australian undergraduate business administration students. Results suggest segments do exist, with different expectations…

It is suggested that low-endowment private universities must apply better marketing techniques in strategic planning to ensure survival. Recommendations are made for using market research effectively, identifying new markets, and directing media communication accurately. The student's role as consumer is seen as the starting point for product and…

A study investigated the impact of a newsletter on community attitudes toward a historically black college. After six months of distribution, it was found that the newsletter did not have significant impact on recipients' attitudes, but it was read and cited as an important source of information about the institution. (Author/MSE)

A survey of 76 college professors of advertising investigated the extent of their use of experiential learning in courses. Respondents were in journalism/communication, management/business, or combined departments. Results document widespread use of experiential learning techniques and also indicate opportunities for expansion. (Author/MSE)

A study tested responses of 201 upper division business students to 8 graduate business school recruitment ads with similar content but written in different styles. Results suggest that certain styles, independently and in combination, do affect perceptions on lower-order dimensions (ad interest, appeal, believability, clarity) but not broader…

Conjoint analysis, commonly used in product development, was used to determine the graduate education needs and program preferences of business administration graduates. Results suggest an accelerated and abbreviated Master's in Business Administration would be preferred to an master's degree, without detracting from existing programs or being…

A study investigated the utility of importance-performance analysis, a marketing tool for assessing marketing position and performance, in learning how college applicants perceive their chosen college in comparison with others. Findings reflect the complexity of student decisions and suggest the "average" college performs above average on all…