ERIC Number: ED270143
Record Type: RIE
Publication Date: 1986
Reference Count: 0
Marketing Continuing Education Programs in the Public-Supported Community College.
Ash, Barbara F.
The development of a philosophy of marketing for a public community college requires an understanding of the various marketing strategies, a knowledge of the needs of the clientele to be served, and a clear understanding of the operational philosophy of the institution. At Bunker Hill Community College (BHCC), the marketing philosophy rests upon: (1) the involvement of all personnel in the organization led by a functional director and a small staff; (2) a vision of the school as a fully responsible organization meeting the needs of its community; (3) a pricing program reflecting state contributions and local support; and (4) a balanced marketing approach to obtain optimum satisfaction of the target market. Motivational/marketing strategies employed by BHCC are structured to reflect the characteristics and motivational bases of participation. Some of the more important strategies include working with business and industry to provide upgrading and retraining for blue collar workers; teaching in a variety of instructional modes for older adults and those of lower socio-economic status; involving adults in the planning, organization, and implementation of the curricula; utilizing personal contacts as a means of disseminating information on programs to low-income workers; and utilizing media for recruitment of white collar workers. In arriving at fees for its continuing education offerings, BHCC utilizes a model which is based on concepts of variable and fixed costs, with the variable costs being a function of student semester hours. (Author/EJV)
Publication Type: Reports - Descriptive
Education Level: N/A
Authoring Institution: N/A
Note: Presented to Phi Delta Kappa, Boston University.