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…

It is argued that colleges tend to have a high opinion of themselves and would be wise to learn how their various publics (community, business community, guidance counselors, college-bound students, parents, current students, alumni, staff) perceive them. Comparison with competitors and monitoring of change over time is also recommended. (MSE)

A study applied an economic impact model to Texas state appropriations for four-year colleges and universities, expressed in terms of impact on gross state product, payrolls, and employment opportunities in the state and at one institution, Texas A & M University. Three alternative impact scenarios are considered in each case, and the utility of…

This article argues that college pricing policies can be developed to encourage more efficient use of college facilities and reduce the need for capital and operating funding from state or private sources. A survey of 403 students at 1 institution indicates that students would be responsive to discounts in ways that would make such discounts…

A survey and interviews with 1,600 students at 1 university investigated how college choice criteria differed among white, black, and Hispanic students; how choice criteria differed between all students and business majors; and how choice criteria differed between undergraduate and graduate business students. Results revealed different rankings of…

A study investigated the perceptions of human resource managers (n=243) concerning graduates from 9 area colleges, using 40 criteria to differentiate potential employees. The results support use of the methodology by colleges and universities to investigate factors contributing to institutional image within the business community. (MSE)

A survey of 1,499 graduate business students at 7 colleges and universities investigated perceptions of potential benefits of an advanced degree, and their relationships with degree type, school size/type, and student characteristics. Five perceived benefits included research and analytical skills, competitive advantage, monetary reward, career…

A study of the promotional activities used in marketing departments in business schools found that departments do better by using specific promotional devices, such as written goals, a promotion committee, and support of a public relations professional. A six-step strategic departmental promotional plan is outlined, based on the findings.…