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ERIC Number: ED171351
Record Type: Non-Journal
Publication Date: 1979-Apr-28
Pages: 14
Abstractor: N/A
Reference Count: N/A
Data-Based Marketing.
Leach, Ernest R.
The discipline of marketing, applied to higher education, has the potential for increasing enrollments, reducing attrition, and making college services more responsive to the needs of consumers. Faced with enrollments that were below projections, Prince George's Community College devised a four-stage marketing plan that focused on service, promotion, delivery, and evaluation. The service stage included an assessment of the educational needs of the community; of prospective student markets, such as high school seniors, re-entry women, and mid-life career changers; and of currently enrolled students. The promotion stage sought to provide prospective students with adequate information about educational programs and expected outcomes from program completion. Activities included: special telephone lines for registration information, information centers in shopping malls and libraries, and contacting city mayors and county churches. Each of these activities was evaluated in terms of costs and resulting enrollments. The delivery stage was also evaluated with regard to between-term and within-term attrition--two indices which provide a potent catalyst for re-examination of the appropriateness of programs, courses, schedules, and teaching techniques. The success of the marketing process can be seen in an enrollment increase of 15 percent in student headcount and 12 percent in credit hours. (AYC)
Publication Type: Guides - Non-Classroom; Speeches/Meeting Papers
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A