ERIC Number: ED374246
Record Type: Non-Journal
Publication Date: 1994
Reference Count: N/A
Marketing Means Business. Interchange No. 28.
Macleod, Ann; And Others
A project examined information currently made available by colleges of further education in Scotland to users and the marketing strategies used. Thirty-eight of 45 colleges completed a questionnaire on current marketing practice. Other activities included focus groups and interviews with students and members of the general public and a postal survey of employers to assess the relevance and value of information to users and potential users of further education, examining how promotional material and marketing strategies affected users' and potential users' perceptions of further education, and examining the effectiveness of marketing strategies on the marketplace. Findings indicated that marketing plans were often not based on an assessment of client needs or of internal strengths or weaknesses. There was little evidence of close liaison between colleges' marketing personnel and other key management functions. Only seven colleges had marketing information systems fully in place. Only 37 percent monitored effectiveness of promotions. There was a relatively high level of communication between colleges and employers. The main channel of communication with the public was the local press (64%) followed by TV advertising (40%). The public thought colleges had changed a great deal. They felt that colleges were more modern and innovative; the staff cared about the students; and lecturers ensured the right course of study for the student. The most important factors for employers when choosing a training provider were quality of staff and their understanding of business needs. Most colleges expected further development of their marketing function in the next 2 years. (YLB)
Descriptors: Foreign Countries, Information Systems, Marketing, Needs Assessment, Postsecondary Education, Program Effectiveness, Public Relations, Publicity, School Business Relationship, School Community Relationship, Technical Institutes, Vocational Education
SOED Dissemination Officer, Scottish Council for Research in Education, 15 St. John Street, Edinburgh EH8 8JR, Scotland, United Kingdom.
Publication Type: Reports - Research
Education Level: N/A
Authoring Institution: Scottish Office Education Dept., Edinburgh. Research and Intelligence Unit.
Identifiers - Location: United Kingdom (Scotland)