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ERIC Number: EJ903459
Record Type: Journal
Publication Date: 2009
Pages: 10
Abstractor: ERIC
Reference Count: 6
ISSN: ISSN-0893-0384
Improving the Relationship between Continuing Education Leadership and Marketing Directors
Fong, Jim
Continuing Higher Education Review, v73 p153-162 Fall 2009
In this economy, college and university continuing education units will not automatically reap the benefits of returning adult learners as in past recessions: this economy caused a drastic reduction of resources available to the workforce and for personal revenue. As a result of decreased personal income and workforce training funding, competition for a potentially smaller market of adult learners in the US will be more focused and intense. No longer can the continuing education unit throw more money into marketing to yield additional enrollments; the additional enrollments and budget to do so either do not exist or may not come about. An emphasis on greater creativity and enhanced efficiency can produce comparable or even superior results to simply increasing funds for existing practices, but achieving meaningful, beneficial change begins with internal strength. Deans and their marketing directors need to work better together. Deans should have a greater understanding of marketing while marketers should be able to connect marketing to enrollments and accountability. In this article, the author presents a useful summary of what deans want and what marketers need to do compared with what marketers want and what deans need to do. (Contains 2 charts.)
University Professional & Continuing Education Association. 1 Dupont Circle NW Suite 615, Washington, DC 20036. Tel: 202-659-3130; Fax: 202-785-0374; Web site:
Publication Type: Journal Articles; Reports - Descriptive
Education Level: Adult Education; Higher Education; Postsecondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A