ERIC Number: ED327679
Record Type: RIE
Publication Date: 1988-Jul
The Integration of Marketing in Post-Secondary Vocational Education.
O'Connor, Patrick J.; And Others
Marketing can solve problems postsecondary vocational educators face related to enrollment, professional contribution, image, and program quality. Postsecondary vocational education should be aggressively marketed because of its expanding growth and mission. Postsecondary institutions are using various marketing strategies, including activities related to research, promotion, planning, client needs, and availability/accessibility. However, marketing involves more than just public relations and image development. Substantive changes imply modifications in programs, support services, administration, and delivery methods. The procedure for integrating marketing in a postsecondary institution begins with activities focusing on internal marketing, structure, and management support. An institution must perform internal marketing to ensure that its members support the marketing process. Key components of internal marketing are the following: quality and commitment; the role of management; the organizational personality of "corporate culture"; selection, orientation, and reorientation; training; and communications. The integration of marketing must be performed in a structured fashion with management support. Two guest contributors to this monograph are Thomas J. Walker and Deede Sharpe, writing respectively on marketing's role in promoting the value of vocational-education and the function of internal marketing. (28 references) (YLB)
Publication Type: Collected Works - General; Opinion Papers
Education Level: N/A
Sponsor: Georgia State Board for Postsecondary Vocational Education, Atlanta.
Authoring Institution: N/A