ERIC Number: ED256231
Record Type: Non-Journal
Publication Date: 1985-Apr
Reference Count: N/A
Using Consultants in Institutional Marketing.
AAHE Bulletin, p8-10 Apr 1985
The ways in which consultants can be helpful in a college's marketing effort are considered. Market research and planning should commence about a year before the admissions cycle begins, and it is best for the college to engage in marketing before enrollments deteriorate. The institution must take an active role at all stages of the relationship with the consultant. Since market research and market planning address central strategic issues facing an institution, the president should be committed to the effort and provide leadership. The president's role is particularly important after the consultant's report has been submitted, when increased political support for the research findings and marketing recommendations is needed. Faculty should be involved in defining central questions, designing market research questionnaires, formulating the plan, and supporting recommendations. The marketing consultant must be a catalyst for dialogue and a source of new ideas that can gain support among the faculty. The retention of current students is important to successful recruitment of new students. Finally, marketing has the potential for enhancing the institution's internal morale and vitality. (SW)
Publication Type: Journal Articles; Opinion Papers
Education Level: N/A
Audience: Administrators; Practitioners
Authoring Institution: American Association for Higher Education, Washington, DC.