ERIC Number: ED314133
Record Type: RIE
Publication Date: 1989
Marketing and Development for Community Colleges.
Ryan, G. Jeremiah, Ed.; Smith, Nanette J., Ed.
This collection of 23 essays provides an overview of current marketing and resource development practices in community colleges. The first of the five sections in the book, "Organizing for Successful Advancement," contains chapters on "Organization of the Successful Institutional Office," by Nanette J. Smith; "The President and Institutional Advancement," by David Gunning Robinson; "The Modern Chief Advancement Officer," by G. Jeremiah Ryan; and "Ethics and Values in Institutional Advancement," by John R. Hall. Section 2, entitled "Planning for Institutional Effectiveness," contains "Market Research," by Richard Fonte; "Institutional Research," by Webster B. Trammell, and "Strategic Planning," by Byron N. McClenney. Focusing on "Marketing Today's Community College," section 3 contains the following chapters: "The Marketing Plan," by Brice W. Harris; "Creating Image and Identity," by Barbara L. Wilcox and Susan E. Gorski; "Public Relations," by Johanna H. Hudson; "Publications: Making a Lasting Impression," by Marlene Ledbetter; "Advertising," by Robert Lacell; "Marketing and Retention in Enrollment Management," by Steven W. Jones; and "Internal Communications," by William W. Lace. Section 4, "Developing Resources for the Community College," contains "The Development Plan," by Barbara J. Keener; "Private Fund Raising," by Danette L. McNamara; "Foundations," by Kenneth B. Woodbury, Jr.; "Relations with the Corporate Sector," by Marlene W. Camper and others; "Alumni Programs," by Richard J. Pokrass; "Donor Research and Records," by Martha J. Kanagy; "Public Sector Grants," by David B. Canine; "Performance Contracting," by Stephen R. Wise and Jeffrey G. Oliver; and "Government Relations: A Necessity, Not an Option," by G. Jeremiah Ryan. Section 5, compiled by Judy Diane Grace, lists special resources for the advancement professional. (JMC)
Descriptors: College Administration, College Planning, Community Colleges, Educational Resources, Financial Support, Fund Raising, Institutional Advancement, Marketing, Organizational Effectiveness, Organizational Objectives, Two Year Colleges
CASE Publications Order Department, 80 South Early Street, Alexandria, VA 22304 ($24.50).
Publication Type: Books; Reports - Descriptive; Opinion Papers
Education Level: N/A
Authoring Institution: Council for Advancement and Support of Education, Washington, DC.