ERIC Number: ED269063
Record Type: RIE
Publication Date: 1985-Jun-5
Reference Count: 0
Recap of Marketing Information Available to Monroe Community College, 1984-85.
Osborn, Frances P.
Drawing from studies of major constituencies of Monroe Community College (MCC), this report provides an overview of available information on community, faculty, and student perceptions of MCC and of internal and external marketing strategies being considered by the college. The first sections highlight MCC's goal of promoting community awareness of the college's diversity, excellence, national recognition, and nontraditional qualities. The next sections summarize research data showing that: (1) the community was unaware of the excellence of education, the transfer success, and the diversity of technical training at MCC; (2) few people, including MCC students, know of the colleges articulation agreements with high schools and four-year colleges; (3) parents tended to feel that it was important for their children to attend a four-year college to get a good job, and that MCC attracted a higher percentage of less intelligent, less academically oriented students; (4) high school students perceived a stigma attached to community college attendance, but saw advantages in more personalized attention, cost benefits, and the retention of existing friendships; (5) adult women were less familiar with MCC than adult men; (6) while students had positive feelings about MCC and the quality of education provided, they felt that MCC was not appreciated by the community; and (7) faculty indicated that the community perceived MCC as a "high school with ashtrays." Discussions are provided of issues related to internal and external marketing, the kind of image the MCC community wishes to create, and considerations in promoting the college. Finally, the paper identifies the information that should be disseminated to parents, high school students, adult women, MCC students, faculty and staff, and student leaders. (EJV)
Publication Type: Reports - Descriptive
Education Level: N/A
Authoring Institution: Monroe Community Coll., Rochester, NY.