ERIC Number: ED315060
Record Type: RIE
Publication Date: 1989-Apr-12
Reference Count: N/A
The Marketing & Management of Distance Education: Challenges of the 1980s and 90s.
Young, H. Clifton
Distance educators find themselves in a growth segment of the education industry. Distance educators must understand why the industry is growing. This growth presents a number of challenges. Four contributing factors are: (1) changes in educational delivery and regulations; (2) changes in technology; (3) changes in society; and (4) environmental pressures on education. These factors have resulted in an increasing demand for courses and programs; an increasing sophistication of clients; pressures on resources and shifts in demand; a rise of special interest groups; and an overall demand for improvement in programs, courses, and delivery. In response to these challenges, distance educators must conduct both external and internal analyses of their institutions to identify problems and resources, with a focus on improving the image of the organization and its programs, courses, and instructors, and on providing services that adequately meet clients' needs. "The Marketing Decision Environment," a tool for the review and analysis of an organization's structure, can be utilized to accomplish these goals. Starting with the external environment, the four key external variables are the market, competition, government, and economic conditions. The internal side includes organizational constraints such as goals, objectives, and resources. Allocation decisions are made based on the objectives which have been set and the external environment that the organization faces. Creative management using such tools can result in more efficient use of resources, and expanded research can lead to a better understanding of clients, which should improve courses, delivery systems, and client satisfaction. (22 footnotes) (GL)
Publication Type: Information Analyses; Opinion Papers; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Note: Paper presented at the Distance Education Symposium (Edmonton, Alberta, Canada, July 6-10, 1989).