ERIC Number: ED234839
Record Type: Non-Journal
Publication Date: 1983-Jun-30
Reference Count: N/A
Marketing Plan 1983-1984. Northern Virginia Community College.
Wilhelmi, Charlotte; And Others
A 1983-84 marketing plan is presented for Northern Virginia Community College (NVCC), which is designed to maximize the effective use of shrinking resources to meet the needs of the college's clientele. After introductory material discusses the problems and challenges facing NVCC and the role of marketing in understanding the environment in which a college operates, the 1983-84 marketing plan is outlined. Background is provided on the plan's development, the procedure through which it was created, and its major areas of emphasis (i.e., product analysis, enrollment actualization, research of internal and external markets, and communication). Next, guides are presented for 28 specific marketing activities, which highlight the target of the activity (e.g., business and industry); the area of emphasis (i.e., products, enrollment, research, or communication); rationale; objectives; strategy and tactics; a description of the plan; evaluation criteria; and estimated cost. Appendices include the charge to NVCC's marketing design team and its goal statement; a depiction of NVCC and its publics; the NVCC market audit; an outline of the planning process; a description of the marketing information system at the college; a summary sheet of dates, tactics, and responsibilities for the marketing plan; and a summary of estimated costs. (HB)
Publication Type: Reports - Descriptive; Guides - Non-Classroom
Education Level: N/A
Authoring Institution: Northern Virginia Community Coll., Annandale.