ERIC Number: ED310231
Record Type: RIE
Publication Date: 1989-Apr-18
Doing More with Less: Marketing Educational Programs in Times of Declining Tuition Assistance.
Breckon, Donald J.
Degree completion programs on military installations are large, effective programs, with substantial support. Education will never be more convenient or less expensive for students. Education is a product military personnel need and want. In a time of declining tuition assistance, it is up to colleges that deal with the military to market their programs to military officers and personnel, rather than just "offer" programs. All educators need to be positive about still-available tuition assistance, rather than negative about limitations and budget cuts. Colleges should promote degree completion programs as the opportunity of a lifetime. A good marketing and public relations plan should be drawn up. It should contain at least the following elements: (1) an identification and assessment of the publics that constitute target groups or market segments for the program; (2) an identification of the most effective "senders" and "channels" for each target group; (3) an identification of what specific messages are needed for each market segment; and (4) a marketing plan, or at least a calendar for a year-round public relations program. College personnel who do not have skills in marketing can hire professionals to do it, engage marketing professors and classes in the effort, or take marketing courses and learn to market their programs. (KC)
Publication Type: Speeches/Meeting Papers; Opinion Papers
Education Level: N/A
Authoring Institution: N/A
Note: Paper presented at the National University Continuing Education Association Conference (Salt Lake City, UT, April 18, 1989).