ERIC Number: ED261206
Record Type: Non-Journal
Publication Date: 1985-Jul
Reference Count: N/A
Marketing FE. A Feasibility Study.
HR & H Marketing Research International, Ltd., London (England).
A study evaluated procedures currently used to market adult education at five colleges in Great Britain. Data were collected from roundtable discussions with the principals and vice-principals of the five participating colleges and from interviews and questionnaires administered to staff members from each college and to representatives of businesses or industries located in the same cities as the colleges. The necessity for marketing adult education was generally accepted, and basic marketing concepts appeared to be widely understood by those surveyed. Although at least some marketing was going on in all of the schools, the mechanisms, skills, and resources backing up the marketing efforts were patchy. Current marketing efforts were found to lack an overall marketing strategy or policy and failed to coordinate their efforts sufficiently. Colleges wishing to enhance their marketing of adult education should establish and maintain full student and industry databases, identify and take steps to meet the needs of local industry, reexamine the role of advisory committees, target their marketing efforts, and develop a corporate identity. (Appendixes to this report include selected reactions of representatives of the five colleges to the study findings, the names and titles of the persons in the study sample, and the study questionnaires.) (MN)
Descriptors: Adult Education, Advertising, Advisory Committees, Change Strategies, College Programs, Coordination, Data Collection, Delivery Systems, Educational Cooperation, Educational Needs, Educational Planning, Educational Policy, Feasibility Studies, Foreign Countries, Interviews, Marketing, National Surveys, Needs Assessment, Policy Formation, Postsecondary Education, Program Implementation, Program Improvement, Public Relations, Publicity, Questionnaires, Salesmanship, School Business Relationship, School Community Relationship, Staff Development, Student Recruitment
Publication Type: Reports - Evaluative
Education Level: N/A
Sponsor: Further Education Unit, London (England).
Authoring Institution: HR & H Marketing Research International, Ltd., London (England).
Identifiers - Location: United Kingdom (Great Britain)