ERIC Number: ED201280
Record Type: RIE
Publication Date: 1981-Apr
Marketing Higher Education in the Eighties.
Andrew, Loyd D.; And Others
The responsiveness of higher education to changing market conditions was assessed in five studies. Two of the studies (information gap studies) were designed to determine the amount of information and interest in higher education held by male and female adults. Another study (community college survey) determined the extent to which community colleges were marketing, and a fourth study (marketing knowledge needed) investigated the depth of the perceived need for better information about marketing community colleges. The fifth study involved in-depth case analyses of several colleges to determine how well they had instituted marketing for adults. The information gap studies found that while 55 percent of the women reported interest in going to college, only 37 percent of the men were interested. Age, level of education, and marital status were found to be the best predictors of interest in going to college. The survey of community colleges in urban, suburban, and rural areas of the United States determined that they were doing well in terms of marketing product development and evaluation of administrative student services. The marketing knowledge study found a lack of information about marketing specifically oriented to community colleges. At the same time, several community colleges were found to have aggressive marketing, at least in terms of promotion and recruitment. The institutional case studies determined that most of the recruitment literature was aimed at the traditional type student. None of the colleges had a written plan or a marketing scheme built into their organizational structure for either traditional or nontraditional students. Recommendations are offered, including to conscientiously address the problem of attrition. (SW)
Descriptors: Academic Aspiration, Administrative Policy, Case Studies, College Attendance, College Students, Community Colleges, Enrollment Influences, Financial Needs, Higher Education, Information Dissemination, Information Needs, Marketing, National Surveys, Postsecondary Education, Student Recruitment
Publication Type: Speeches/Meeting Papers; Reports - Research
Education Level: N/A
Authoring Institution: N/A
Note: Paper presented at the Annual Meeting of the American Educational Research Association (Los Angeles, CA, April 13-17, 1981).