ERIC Number: ED368417
Record Type: Non-Journal
Publication Date: 1994
Reference Count: N/A
Strategic Marketing for Presidents.
Pappas, Richard J., Ed.
Designed to inform the marketing efforts of community college presidents, this document describes the importance of marketing, presents a targeted approach, and outlines the specific roles and skills needed by the president to ensure successful efforts and effective institutions. The first chapter, "Developing a Marketing-Strategic Plan," by Richard J. Pappas and M. Richard Shaink, introduces marketing principles and describes 10 steps for developing a marketing plan in a community college. Chapter 2, "TQM and Marketing: the Same Approach?" by Linda M. Thor, notes similarities between total quality management (TQM) techniques and college marketing and describes the efforts of Rio Salado Community College, in Arizona, to blend marketing and TQM approaches. In chapter 3, "Access and Image Assessment," by Richard Fonte, the critical marketing information a president needs is described with respect to various target markets. The final three chapters, "The President's Role in Governmental Relations," by Ronald J. Temple; "The President's Role in Public Relations," by Beverly S. Simone; and "The President's Role in Fund Raising," by G. Jeremiah Ryan, examine the president's relationship to local, state and federal legislators; the media; and potential donors, respectively. References are included with each chapter. (KP)
Descriptors: Administrator Role, College Planning, College Presidents, Community Colleges, Fund Raising, Government School Relationship, Marketing, Organizational Communication, Public Relations, School Community Relationship, Total Quality Management, Two Year Colleges
American Association of Community Colleges, One Dupont Circle, N.W., Suite 410, Washington, DC 20036 ($21; $17 for members).
Publication Type: Collected Works - General; Books
Education Level: N/A
Audience: Administrators; Practitioners
Authoring Institution: American Association of Community Colleges, Washington, DC.