ERIC Number: ED120518
Record Type: RIE
Publication Date: 1976-Mar
Reference Count: 0
Marketing Continuing Education: A Study of Price Strategies. Occasional Papers in Continuing Education, No. 11.
Lamoureux, Marvin E.
The objective of the study conducted at the Centre for Continuing Education (CCE) at the University of British Columbia was to determine that threshold pricing not only existed for continuing education courses, but also was applicable to an administrative decision-making structure. The first part of the three-part investigation analyzed consumer reaction to the CCE's price strategy of combined marketing and backward costing and found that little or no adverse effect on enrollment could be detected, although it was found that course length played a major negative role in course enrollment. The second part, the Preliminary Market Study, was developed as a pilot study to analyze the CCE's participants, their socio-economic background, and their community and education participation. Since it was found that the general participant market was distinct from the professional participant market, a third study was undertaken to examine the latter market more closely. That study determined that professional continuing education courses readily followed the theory of threshold pricing, and clearly indicated that threshold pricing was applicable and workable as a marketing mix technique for continuing education administrators. Significance tests were generally confirmed for a variety of research hypotheses. (JR)
Publication Type: Reports - Research
Education Level: N/A
Authoring Institution: British Columbia Univ., Vancouver. Center for Continuing Education.