ERIC Number: ED156242
Record Type: Non-Journal
Publication Date: 1978-Apr-10
Reference Count: N/A
Marketing: A Strategy for Institutional Renewal.
Leach, Ernest R.
In December 1976 a marketing process was implemented at Prince George's Community College (Maryland) as part of an institutional response to external forces--such as new emphases on life-long learning and equal opportunity, and declining fiscal support--and internal forces, including changing student demographics, enrollments and interests, and changing institutional governance patterns. The marketing process provides a conceptual framework for facilitating a college-wide attitude of responsiveness to student needs and the technology to systematically order those responses. A Task Force, chaired by the Dean of Student Affairs and including respresentatives from the faculty, administration and student body, developed a four-stage process involving service, promotion, delivery and evaluation. The service stage involved identifying "target markets," defined by type of contact with the college, and assessing their unique needs for services and programs. The promotion stage consisted of creating information dissemination strategies designed for specific target groups. The delivery stage addressed the problem of between- and within-term attrition and developed learning, support, and outreach strategies to extend the student body and reduce attrition. The evaluation process reviewed all strategies, identified areas needing improvement and assessed the impact on enrollment. (TR) the impact on enrollment. (TR)
Descriptors: Access to Education, Community Colleges, Community Services, Delivery Systems, Dropout Rate, Enrollment Trends, Information Dissemination, Marketing, Needs Assessment, Outreach Programs, Program Evaluation, Publicize, School Holding Power, Student Characteristics, Student Recruitment, Two Year Colleges
Publication Type: Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A