ERIC Number: ED287544
Record Type: RIE
Publication Date: 1987-May
Reference Count: N/A
Strategic Marketing: The Use of Image Assessment and Marketing Review.
Wilhelmi, Charlotte; And Others
In 1986, Northern Virginia Community College (NVCC) conducted a marketing review to assess the achievement of marketing objectives, identify the most effective marketing activities, assess the community's awareness of and the image of NVCC, assess the perceived quality and appropriateness of the college's programs and services, and formulate recommendations to improve marketing, awareness, and image. Qualitative data were collected using the focus group technique, a group interview process involving the provost's staff on each NVCC campus, the campus councils, random samples of college staff, and sample groups of NVCC students. Quantitative data were gathered via paper and pencil surveys and/or telephone interviews of full-time faculty and staff (N=248), NVCC students (N=871), and the general public (N=324). Study findings included the following: (1) the most frequently cited reasons for choosing NVCC were "convenient location" (69%), "I can work and go to school at the same time" (64%), and "low tuition" (64%); (2) 74% of the respondents indicated that they intended to graduate from NVCC, though school statistics suggest that only 10% will graduate; (3) the quarterly schedule of classes emerged as the most effective marketing activity undertaken by NVCC; (4) only 3% of the community residents surveyed had not heard of NVCC; and (5) the perceptions of faculty and staff regarding the public's image of NVCC were lower than the public's actual image of the college. The survey instruments are included. (UCM)
Publication Type: Numerical/Quantitative Data; Reports - Descriptive
Education Level: N/A
Authoring Institution: Northern Virginia Community Coll., Annandale.
Note: Prepared by the Marketing Review Committee.