The use of marketing activities by educational institutions and the transfer of marketing activities from business to higher education are considered. Market analysis helps colleges and universities determine what programs, scheduling, or services are strong and to which student market the institution should appeal. It is suggested that the ability of each institution to adjust to new market components (e.g., lifelong learning for adults, remediation for the disadvantaged) may determine not only a successful marketing process, but also institutional survival. The marketing research process involves gathering and evaluating reliable data, including the identification of new student groups, such as part-time students, older students, females, and disadvantaged groups. Marketing determines how to meet the needs of current students and future student pools. The marketing process involves managerial decisions on the best promotional approaches, which include direct mail, media releases, calendar announcements, and advertisements in publications. It is suggested that competition and the complexity of the marketplace will make new product offerings a high priority for the future. (SW)