ERIC Number: ED208706
Record Type: RIE
Publication Date: 1973-Mar
Reference Count: 0
Positive Steps for Marketing Higher Education.
Fram, Eugene H.
The potential value of marketing principles to help solve educational problems in higher education is addressed. Four variables that are within the decision power of those in higher education and those in the commercial world are the product, distribution, promotion, and price. The marketing concept demands that policies be built on a base of customer needs and wants and requires serious research of the market. In the business world, sales depend upon customers perceiving value of the product being sold, while the higher education institution must offer something of value to students, donors, and others. For example, auxiliary services beyond education may be important to students (i.e., day care centers so that mothers can attend classes). It is claimed that teachers and the academic community have the responsibility to provide a realistic information base that the students can use to assess how to use the education they are receiving. It is suggested that good selling on the part of faculty members will continue to be an important ingredient for attracting and retaining students. Faculty also need to gather data that can determine which curricula are marketable on both a short-term and long-term basis. It is important for college administrators to conduct research to determine what influenced a student's college choice so that they can undertake realistic institutional planning and reform. It is suggested that college pricing has generally been rigid and may have worked against the growth of some segments of the institution. Variable pricing of tuition may be a reasonable alternative. The value of promotion techniques and a marketing plan is noted. (SW)
Descriptors: Advertising, College Administration, College Choice, College Planning, College Students, Consumer Economics, Decision Making, Educational Demand, Educational Economics, Educational Finance, Financial Problems, Higher Education, Marketing, Needs Assessment, Resource Allocation, Student Needs, Student Recruitment, Tuition
Publication Type: Opinion Papers; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Note: Paper presented to the Annual Meeting of the American Association for Higher Education (28th, Chicago, IL, March 11-14, 1973).