ERIC Number: ED357183
Record Type: Non-Journal
Publication Date: 1992
Reference Count: N/A
Invisible Assets. FE in the Educational Market-Place.
A feasibility study to gauge support for a Further Education (FE) Marketing Unit provided information on FE's image. Many persons occupying positions of authority in FE colleges in Britain see FE as possessing a negative image. Another group stresses the lack of any image whatsoever. Despite the difficulties colleges experience in recruiting from schools with which they may be in direct competition, studies do not suggest that FE colleges face major marketing problems in schools. Respondents in a study regarding college-employer relations were almost equally divided between those who believed relations had improved and those who did not. Government preoccupation with FE as revealed in activity, debate, and publications is only one potential index of public interest. The national press and other media devote little time to FE. Two areas in which colleges create their own images for the public are prospectuses and local newspapers. The overall impression of FE that emerges is downbeat and rather dowdy. A seven-point action program for FE to promote itself involves the following: self-help on the part of colleges; developing a model for an FE promotional body; learning to target market segments; raising FE's profile, developing a high quality services; lobbying decision makers; and adopting a positive approach. (Appendixes include lists of organizations involved and materials used in the study, list of acronyms, and 58 references.) (YLB)
Descriptors: College School Cooperation, Continuing Education, Educational Research, Foreign Countries, Institutional Advancement, Marketing, Organizational Communication, Postsecondary Education, Public Opinion, Public Relations, Public Support, Publicity, School Community Relationship, Technical Institutes
Staff College, Coombe Lodge, Blagdon, Bristol BS18 6RG, England, United Kingdom (11.50 British pounds).
Publication Type: Reports - Research
Education Level: N/A
Authoring Institution: Staff Coll., Bristol (England).
Identifiers - Location: United Kingdom (Great Britain)