ERIC Number: ED239688
Record Type: Non-Journal
Publication Date: 1984
Reference Count: N/A
A Five-Stage Marketing Typology for Community Colleges.
Dollar, Douglas O.
Drawing from a review of pertinent marketing literature and observations of how selected colleges undertake marketing efforts, this paper presents a five-stage typology of community colleges according to their marketing orientation. For the five stages, each representing an increasingly integrated approach to marketing, the paper analyzes how marketing planning and control are conducted, how marketing information or intelligence is gathered, and how marketing personnel and activities are organized and coordinated. It also examines specific recruiting and retention strategies associated with each stage as a way of indicating the vigor of a college's marketing effort and the nature or emphasis of its marketing orientation. Finally, a chart summarizes the typology by looking at five dimensions (i.e., marketing philosophy, information system, organization system, planning and control system, and activities) for each stage (i.e., traditional college, selling-oriented college, marketing-oriented college, total-marketing college, and integrated-marketing college). (LAL)
Publication Type: Opinion Papers
Education Level: N/A
Audience: Administrators; Researchers; Practitioners
Authoring Institution: N/A