ERIC Number: ED278443
Record Type: RIE
Publication Date: 1985-Sep
Reference Count: 0
Marketing and Public Relations Needs Assessment for Glendale Community College.
A description is provided of a study undertaken by Glendale Community College (GCC-Arizona) to determine what marketing and information dissemination activities could be undertaken by the college information office to increase enrollments among target markets. Chapter 1 provides an introduction to GCC and its college information office, looking at organizational structure and services; enrollment trends; and the objectives, scope, limitations, and methods of the needs assessment study. Chapter 2 contains a general market analysis, which examines geographic, demographic and psychographic variables, concluding that GCC's target market reflects a national pattern of an increasingly older, minority, female, part-time, evening college student. After suggesting that GCC is in the mature stage of its "product life cycle," (i.e., at a plateau in which the educational market place is saturated and the number of new students is dwindling), chapter 3 describes steps taken by other organizations to increase demand during this mature stage: (1) increasing the frequency of use by existing customers; (2) adding new customers; (3) developing new uses for the product; and (4) changing the packaging and improving quality. Examples are provided of ways in which other institutions have employed these techniques. Finally, chapter 4 presents recommendations for GCC in implementing these steps, along with recommendations for organizational positions and structures for its marketing activities. Figures, tables, and a reference list are included. (LAL)
Publication Type: Information Analyses
Education Level: N/A
Authoring Institution: Glendale Community Coll., AZ.