ERIC Number: ED157564
Record Type: Non-Journal
Publication Date: 1978
Reference Count: N/A
An Approach to a Market Research Study at a City Community College.
Stecklein, Helen R.
As part of an effort to identify the unmet educational needs of the business community surrounding Metropolitan Community College (Minneapolis) and in hopes of better serving that community and increasing college enrollment, students from the University of Minnesota's master's in business administration program designed a study focused on educational practices in local businesses and on developing a marketing plan. Phase I, the only fully completed part of the study, gathered information through management interviews and mailed questionnaires on company sponsored educational programs, why such courses were offered, the level of these courses, identification of instructors and participants, course costs for students, where and when courses were held, how many participated, if courses were required, college credit for the courses, and publicity for the programs. In addition, data on firm size and type and employee benefits were solicited. Phase II was to deal with educational needs and interests specified by employees themselves. A three-part employee questionnaire dealing with awareness of benefits, attitudes towards education and demography was developed and analysis procedures were recommended. Phase III proposed guidelines and tentative recommendations for a marketing plan which included appealing to medium-sized companies (250-5,000 employees), developing credibility in job-related skills and competency training, and establishing communication channels with business. The full report is appended. (TR)
Descriptors: Adult Education, Community Colleges, Community Surveys, Competency Based Education, Cooperative Planning, Educational Needs, Employee Attitudes, Employer Attitudes, Inplant Programs, Institutional Research, Job Skills, Marketing, Needs Assessment, Questionnaires, School Business Relationship, Two Year Colleges
Publication Type: Reports - Research
Education Level: N/A
Authoring Institution: N/A