ERIC Number: ED156280
Record Type: RIE
Publication Date: 1978-Apr-10
Reference Count: 0
Marketing a Community College: A Conceptual Framework.
Fischer, Guerin A.
The size of the educational enterprise clearly demonstrates that education is big business. In 1976, education involved 29% of the national population, cost approximately $131 billion, and accounted for 8% of the gross national product. Close attention should be given to the way in which those responsible for delivery of educational services interface with service consumers. There appears to be a tendency in community colleges to see a direct correlation between the length of a recruitment activity list and the success of projected enrollment increases. However, selling is only one of an aggregate of marketing functions and sales activity does not guarantee increased enrollments. The effectiveness of community college marketing efforts depends on understanding the process of extending meaningful educational experiences to a very heterogeneous population inquiring or applying to an open door college. The only possible outcome of recruitment activities is an increase in inquiries, in applications, and in individuals admitted to the college. Success of marketing must be measured in attendance, and can only be achieved if all student services are coordinated. Student retention begins with dissemination of accurate information about college programs and services and may involve counseling and/or advising applicants according to their abilities, interests, and needs. (TR)
Publication Type: Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Note: Paper presented at the Annual Convention of the American Association of Community and Junior Colleges (58th, Atlanta, Georgia, April 9-12, 1978)