ERIC Number: ED169982
Record Type: RIE
Publication Date: 1979-May-1
The Marketing Process at Odessa College.
Eckert, Miles A.
A marketing process was designed at Odessa College (Texas) to deal with declining enrollments. Marketing was defined by the administrators and faculty who designed the process as a combination of image portrayal, service adaptability, and the evaluation of how well service and promotion complement one another. The process used a task force approach involving recommendation-making committees that analyzed a wide range of enrollment influences--economic markets, cultural markets, recruitment, retention, foundation and resources, future programming, promotion, and image; a research and data committee; and a monitoring and evaluation committee. The success of the process was dependent upon the support of the president and each of the committee members. Other elements in the process included: (1) analysis of information concerning the potential student markets, characteristics of current students, and characteristics of the institution and of its competition; (2) presentation of recommendations to the president; (3) presidential determination of priorities and subsequent action; and (4) evaluation of the value of change and improvement achieved by the college, as well as evaluation of enrollment changes. Appendices outline marketing task force structure, schedule, and memoranda, and contain a list of the recommendations submitted by the task force to the college president. (MB)
Publication Type: Speeches/Meeting Papers; Reports - Descriptive
Education Level: N/A
Authoring Institution: N/A
Note: Paper presented at the Annual Convention of the American Association of Community and Junior Colleges (59th, Chicago, Illinois, April 29-May 2, 1979)