ERIC Number: ED230608
Record Type: RIE
Publication Date: 1982-Oct
Reference Count: 0
Beyond Needs Assessment to Marketing Continuing Education in Nursing.
Bond, Susan B.; Waltz, Carolyn F.
The prevalence of the need for marketing in continuing education in nursing is justifiable considering the growing pressures for efficiency and economies of scale in this field of higher education. This paper critically analyzes the current utilization of needs assessment in continuing education programs in nursing. It is argued that the cost benefit of a needs assessment can only be realized when the needs assessment is utilized as a framework for subsequent development of a total marketing scheme. More specifically, the paper discusses and illustrates by example, strategies for how a marketing plan can be employed in continuing education programs in nursing in order to: (1) define objectives; (2) examine opportunities and threats; and (3) perform situation and competitive analysis, with relatively low cost to the administrator of continuing education. In this manner it is possible to achieve a more desirable balance between organizational and market needs. A set of guidelines are presented for conducting a comprehensive yet cost efficient marketing analysis to serve as a basis for decision making in a continuing education program in nursing. (Author)
Publication Type: Speeches/Meeting Papers; Reports - Descriptive
Education Level: N/A
Authoring Institution: N/A
Note: Paper presented at the Annual Meeting of the Evaluation Network (Baltimore, MD, October 28-30, 1982).