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ERIC Number: ED164075
Record Type: RIE
Publication Date: 1979-Jan
Pages: 53
Abstractor: N/A
Reference Count: 0
Implementing a Marketing Program in the Community College.
El Sharei, Patricia Paul
Although it has traditionally been resisted, institutions of higher education are being forced to utilize marketing as a means to increasing enrollments, reducing attrition, and making services responsive to student needs. The purposes of this study were to identify marketing problems and techniques and suggest strategies for successful implementation of marketing practices in selected community colleges. A review of the literature uncovered a four-stage marketing plan developed at Prince George's Community College (Maryland) which realized a 15% increase in student headcount and a 12% increase in credit hours in its first year of operation. The literature also stressed the importance of the president's role in a marketing program, as well as the necessity of involving faculty, staff, students, and alumni. In interviews with administrators and staff from ten randomly selected Southern California community colleges, not one person acknowledged the current existence of a marketing program at their college. However, all utilized certain marketing and recruitment techniques. Although comprehensive marketing programs did not exist at these colleges, the public information office typically bore responsibility for preparation and distribution of brochures and press releases. A description of the marketing program at Clark College in Vancouver, Washington, and the steps taken in its implementation concludes the study. A bibliography is appended. (MB)
Publication Type: Reports - Research
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Note: Graduate seminar paper, Pepperdine University; Pages 12 and 16 of the original document contain copyrighted material and are therefore not available; They are not included in the pagination