ERIC Number: ED310807
Record Type: Non-Journal
Publication Date: 1985-Nov
Reference Count: N/A
A Market Strategy Plan For Wayne County Community College. Volume 1.
Nussbaum, Harvey; And Others
In response to a changing environment characterized by economic uncertainty, a declining population, heavy competition, and rising costs, Wayne County Community College (WCCC) developed a market strategy plan to more effectively position and publicize the college. The three main objectives of the plan were to identify WCCC's market segment, outline WCCC's role as an educational provider, determine any future changes in that role, and assess potential students' educational needs. The development of the strategy included analyses of external conditions (i.e., employment trends, competition from other institutions, and perceptions of WCCC), internal strengths and weaknesses, and responses from surveys of students, alumni, and potential students. Part I of the resulting plan consists of a situational analysis, examining the educational demand in the college's service region, WCCC's competition, and trends in the social, political, economic, and technological environment. Part II of the plan identifies external problems and opportunities and internal strengths and weaknesses. Finally, part III outlines the marketing strategy itself. Three strategies are described: a "credibility strategy," aimed at building WCCC's credibility level with the public; a "repositioning strategy," designed to find the most efficient means of allocating resources to meet the needs of both the local job market and the college; and a "demand strategy," intended to increase the overall demand for higher education services among untapped markets and to increase WCCC's share of the community college market. Numerous tables are included. (JMC)
Publication Type: Reports - Evaluative
Education Level: N/A
Sponsor: Wayne County Community Coll., Detroit, MI.
Authoring Institution: N/A