ERIC Number: ED201232
Record Type: RIE
Publication Date: 1979-Jul
Response to a Prospective Student by Admissions Offices of American Colleges and Universities.
Bradford, John A.
Tested is the hypothesis that admission offices of colleges offering two-year degrees will be less likely to reflect a marketing orientation in their responses to prospective students than colleges and universities offering more advanced degrees. Information sent by 858 institutions of higher education to potential students is described and classified. Chi square analysis of data verified the hypothesis. It is noted that two-year colleges and other schools sent catalogues, American College Testing program packets, Basic Grant data, assorted brochures, career development brochures, or financial aid brochures. The distinguishing factors seemed to surface in the format and design of the materials sent; two-year schools tended to be basic in their printed form, whereas four-year colleges' brochures and catalogues tended to be more extensive, more colorful, and unique in format. Findings indicate that admissions offices of colleges and universities offering two-year degrees are far less likely to exhibit a marketing orientation in their replies to prospective students than admissions offices at academic institutions offering four-year and more advanced degrees. It is suggested that two-year institutions should invest more in marketing in order to compete with the marketing expertise of four-year and higher degree institutions and the future declining enrollment predicted to affect postsecondary education. Tables include marketing and non-marketing materials sent by American colleges and universities and statistics on the likelihood of two-year vs. four-year colleges to disseminate specific types of information to prospective students. (LC)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Note: Paper presented at the Annual Meeting of the North Central States American Educational Research Association (10th, Ann Arbor, MI, July 26-27, 1979).