ERIC Number: ED287117
Record Type: RIE
Publication Date: 1987-Mar
Reference Count: N/A
Marketing Student Services in a Community College.
Culp, Marguerite McGann
This paper applies business marketing principles to college student services, introduces a model for measuring the life cycle of a service, outlines strategic planning procedures, and describes the implementation of a comprehensive student service marketing program at Seminole Community College in Florida. An overview of marketing defines marketing and challenges student service professionals to understand the principles of marketing and to apply them to student services without compromising the integrity of their mission. Five components of an effective marketing plan for student services are discussed: (1) analyzing the life cycle of each service; (2) developing procedures to eliminate "terminal" services which cannot be saved; (3) identifying consumer needs and reactions; (4) planning strategically; and (5) educating effectively. Attachments comprising the bulk of the document include forms to track student services on a life-cycle continuum, guidelines on the student development office review from Seminole Community College, a new student survey, a faculty evaluation of services survey, an advising evaluation form for students, an overview of strategic planning at Seminole Community College's Student Services Unit, and an outline of the marketing/strategic planning model currently used at the college. (NB)
Publication Type: Reports - General; Speeches/Meeting Papers; Tests/Questionnaires
Education Level: N/A
Authoring Institution: N/A
Note: Paper presented at the Annual Meeting of the American College Personnel Association/National Association of Student Personnel Administrators (Chicago, IL, March 15-18, 1987).