ERIC Number: ED264498
Record Type: RIE
Publication Date: 1985
Reference Count: 0
The Marketing of Counseling.
Walz, Garry R.
Counseling and human services in the 1990s will be different from counseling today. Among the changes to be expected will be a shift of emphasis from a client specialty focus to a focus on life decisions and planning; from a traditional case load approach to a demand for high output and performance; and from a professional services orientation to a market forces orientation. In addition, credentials and training will give way to demonstrated high performance as the chief criterion for hiring. Marketing concepts can aid counselors in identifying the public's needs and desires for counseling services. Counselors should recognize the life cycles of their products and services and adapt accordingly. A number of forces are competing with counseling services today: self-help books, self-help networks, other helping services entering the field and technologically-based services. Human services professionals should follow these recommendations: (1) use marketing strategies to locate potential users and to promote and assess services; (2) make effective use of new technology; (3) make a commitment to research and development; and (4) phase out ineffective services. (ABL)
Descriptors: Client Characteristics (Human Services), Counseling, Counseling Services, Counselor Role, Human Services, Individual Needs, Marketing, Technological Advancement
ERIC/CAPS, 2108 School of Education, University of Michigan, Ann Arbor, MI 48109 ($3.00).
Publication Type: ERIC Publications
Education Level: N/A
Sponsor: National Inst. of Education (ED), Washington, DC.
Authoring Institution: ERIC Clearinghouse on Counseling and Personnel Services, Ann Arbor, MI.