ERIC Number: ED308386
Record Type: RIE
Publication Date: 1989
Reference Count: N/A
Handbook on Marketing Vocational Education.
Martin, William R.
Compiled after interviews with vocational educators at urban and rural joint vocational schools, comprehensive high schools, and career centers considered to be successful at marketing vocational education locally in Ohio, this handbook contains information on successful marketing activities that other local educators can undertake. Section I contains a composite list of the 25 activities considered most worthwhile by those interviewed. The activities appear under such headings as Targeting Community Leadership and In-School Activities. Section II (the largest section) describes activities currently being carried out in a cross-section of programs. Section III lists 22 themes and slogans around which marketing campaigns can be developed. Section IV describes eight new marketing strategies now being planned by those interviewed. Section V reports some findings of recent marketing evaluations through which administrators have been able to identify, among other things, factors that seem to have influenced adult awareness of the programs and the most influential persons leading students to enroll. Section VI lists the kind of marketing challenges to be faced in the 1990's, according to those interviewed. Section VII offers a summary of observations on the effectiveness of marketing strategies in vocational education. Fourteen recommendations are presented in Section VIII. (Author/CML)
Publication Type: Guides - Non-Classroom
Education Level: N/A
Authoring Institution: Ohio State Council on Vocational Education, Westerville.