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ERIC Number: EJ810051
Record Type: Journal
Publication Date: 2008
Pages: 11
Abstractor: ERIC
Reference Count: 41
ISSN: ISSN-0010-0889
The Influence of College President Perceptions on Organizational Commitment to Higher Education Marketing: An Exploratory Analysis of High-Performing California Community Colleges
Hall, Zachary M.
College and University, v84 n1 p20-29, 31 2008
Change, competition, and its consequences are particularly salient for California's community colleges. At its peak in 2002, California's community college system educated more than 2.5 million students annually. Nevertheless, California's community colleges receive the smallest proportion of the state education budget while enrolling nearly three times more students than the California State University (CSU) and University of California (UC) systems combined. Now, due to funding imbalance, California community colleges' enrollments are slipping. The state's taxpayers and students cannot afford to see the system fail because the colleges play a vital role in California's "education master plan" as the gateway for higher and vocational education. Marketing and education scholars have laid the groundwork for understanding marketing in higher education, the president's function in effective marketing, and organizational commitment to higher education marketing; however, none of the extant research has focused specifically on California's community colleges. This article is based on a dissertation that was an exploratory examination of how presidential perceptions influence organizational commitment to higher education marketing or high-performing California community colleges. This article provides the background of the study, a discussion of the study's conceptual underpinnings, and the purpose, findings, discussion, implications for practice, conclusions, and limitations of the study. (Contains 2 figures and 2 tables.)
American Association of Collegiate Registrars and Admissions Officers (AACRAO). One Dupont Circle NW Suite 520, Washington, DC 20036. Tel: 202-293-9161; Fax: 202-872-8857; e-mail:; Web site:
Publication Type: Journal Articles; Reports - Evaluative
Education Level: Higher Education; Postsecondary Education; Two Year Colleges
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: California