ERIC Number: ED353950
Record Type: Non-Journal
Publication Date: 1992-Apr-1
Reference Count: N/A
Marketing Open and Flexible Learning...The Direct Mail Approach.
Hunter, Ian; Beeson, David
The first section of this instructional guide explains why open learning needs marketing and what steps go into preparing a marketing campaign, including marketing the college and tutor time, service definition, service delivery, and communications. Changes in education that have affected open learning in recent years are addressed in the second section, including targeting the campaign. The following section focuses on identifying competitors and preparing a strategy to compete with them, using the technique of SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis. Specific benefits of using direct mail as a method of promotion are considered in the fourth section, including low cost and targeting specific groups; and sample calculations of cost effectiveness are presented. The next section describes the impact of computers on marketing work and identifies necessary software; and the organization of a direct mail campaign is examined in the sixth section, with emphasis on targeting. The concluding section addresses several topics, including target groups for open learning, preparing a direct mail database, preparing literature, writing copy, production costs, follow up, timing, and sources of funding. A checklist of questions to provide the basis for an open learning marketing campaign is included. Statistics from a 1987 survey of open learning in Bedfordshire County (England) are used as examples throughout; and answers to the exercises given in the guide are provided at the end. (ALF)
Descriptors: Access to Education, Computer Software, Cost Effectiveness, Costs, Distance Education, Distributive Education, Educational Opportunities, Foreign Countries, Independent Study, Institutional Advancement, Marketing, Nontraditional Education, Open Education, Postsecondary Education, Publicity, School Surveys
Ian Hunter, NATFHE Open Learning Section, c/o 4, The Mall, Dunstable, Beds LU5 4HW, England, United Kingdom (8.50 British pounds plus $4 postage).
Publication Type: Guides - Classroom - Learner
Education Level: N/A
Authoring Institution: National Association of Teachers in Further and Higher Education (United Kingdom).
Identifiers - Location: United Kingdom (England)