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ERIC Number: ED231443
Record Type: Non-Journal
Publication Date: 1982
Pages: 11
Abstractor: N/A
Reference Count: N/A
The Status, Scope, and Structure of Marketing in a Selected Group of Community Colleges. (A Summary of Research Results).
Dann, Diane DuVal
A survey was conducted of the 48 institutional members and 8 district offices of the League for Innovation in the Community College to assess the structures and scope of their marketing activities. Responses obtained from 75% of the colleges and 100% of the districts revealed the following: (1) the majority of the colleges were interested in marketing, with 33% possessing well-developed marketing functions; (2) 22% had an administrator with the word "marketing" in his/her title, and 53% had a marketing committee or taskforce; (3) the marketing activites most frequently undertaken were promotion, needs assessment studies, and development of a marketing plan; (4) 62% of the respondents wished to broaden their marketing efforts; and (5) schools involved in marketing were more likely to be engaged in planning activities supportive of the function. Based on study results it was recommended that colleges examine their expectations before beginning a marketing program; that individuals, rather than committees or taskforces be assigned to marketing; that the selection of a marketing person consider individual expertise as well as college emphases and needs; that neglected marketing elements, such as price structure (e.g., tuition, fees, and financial aid), be integrated into planning; and, finally, that colleges evaluate the adequacy of their research capabilities as related to marketing. (LL)
Publication Type: Reports - Research
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A