ERIC Number: ED190192
Record Type: RIE
Publication Date: 1979-Sep-1
Reference Count: 0
Marketing Effectiveness in Community and Junior Colleges.
Scigliano, Virginia L.; Scigliano, John A.
A nationwide survey of a random sample of 210 two-year colleges was conducted in 1979 to test the hypothesis that administrative adherence to sound marketing practices will lead to higher enrollments. Survey participants were asked to respond to 15 items adapted from Philip Kotler's Marketing Audit, a recognized scale of marketing effectiveness designed to measure the adequacy of an organization's customer philosophy, marketing organization, marketing information, strategic operations, and operational efficiency. Data from this analysis, in correlation with enrollment figures from Fall 1977 to Fall 1978, were treated with a stepwise regression analysis using effectiveness scores as predictor variables for enrollment change. Major findings, based on a 53% response rate, revealed that while the majority of colleges were effective in recognizing the value of the customer and in integrating the concepts of marketing throughout their institutions, they were less effective in performing strategic marketing operations. Correlations between the predictor variables and changes in enrollment yielded no significant relationship. The survey report details methodology and presents summary conclusions and recommendations. Data tables and the questionnaire are appended. (JP)
Publication Type: Reports - Research; Tests/Questionnaires
Education Level: N/A
Authoring Institution: N/A