ERIC Number: ED434684
Record Type: Non-Journal
Publication Date: 1999-May-14
Reference Count: N/A
Rudiments of a Tactical Airpark Marketing Plan.
Petrowsky, Michael C.
This report summarizes the marketing plan developed for the Scottsdale Community College Airpark Campus. In order to eradicate this campus' dependence on the main campus for leadership and funds, the author describes three strategic goals designed to make the Airpark campus self-sufficient within 3 years. The first goal involves the recruitment of students, with the target being to increase full-time student enrollment by 29 percent per year. The second goal is to reduce student attrition by at least one-third; the third goal is to use personnel in a more efficient and effective manner. Each goal--recruitment, retention and staff improvement--is then discussed in relation to 53 marketing tactics, which include the following components: area, target market, needs assessment, market goal, tactic, frequency of tactic, completion date, office responsible, action plan, success indicators and cost. Additional research summarized in the report includes student interests; a survey reports that the student body is fairly homogenous, with most students, who are employed by local companies that support continuing education, preferring short-term, early morning and evening classes. The author recommends using this profile when marketing to potential students, and taking advantage of these findings when scheduling classes. Contains a bibliography. (JJL)
Publication Type: Reports - Descriptive
Education Level: N/A
Authoring Institution: Glendale Community Coll., AZ.; Scottsdale Community Coll., AZ.