ERIC Number: ED262849
Record Type: RIE
Publication Date: 1985-Jul-10
Reference Count: 0
What Is the Relationship between the Age of the Audience and the Effectiveness of Marketing Techniques in Attracting Students to a Community College?
Silberg, Carol A.
A study was conducted at Prince George's Community College (PGCC) to investigate the relationship between the age of the audience and the effectiveness of marketing techniques in attracting students to the college. The study focused on how and why community colleges market themselves, and why some techniques were more effective than others for targeting specific age groups. The study involved a review of the literature supporting and opposing the use of marketing strategies by postsecondary institutions; and interviews with 10 students, two from each of five age cohorts: under 20, 20-24, 25-29, 30-39, and 40 and over. The interviews investigated how students heard about PGCC, why students chose PGCC, the impressions they had of the college before enrolling and while enrolled, the publications that were familiar to students, and students' assessment of these publications. The study revealed only minor differences among the age cohorts. Recommendations for improving PGCC's marketing efforts and publications are included in the study report, along with a literature review and bibliography. (EJV)
Publication Type: Reports - Research; Information Analyses
Education Level: N/A
Audience: Administrators; Practitioners
Authoring Institution: Prince George's Community Coll., Largo, MD. Office of Coll. Relations and Publications.