ERIC Number: ED211164
Record Type: Non-Journal
Publication Date: 1981
A Survey of Marketing and Market Research Activities in Two and Four-Year Colleges and Universities.
Smith, Janet D.; And Others
A survey of marketing and market research activities in large, urban, two- and four-year colleges was conducted to identify the nature of marketing problems faced by institutions; current and preferred emphasis placed on market research activities; modes of assessing the needs of target groups and developing appropriate programs; the location of marketing functions within the administrative structure of the institution; evidence of articulated marketing plans; and faculty and administrator attitudes toward marketing. Responses from 38 (54%) of the two-year institutions and 20 (38%) of the four-year institutions surveyed indicated that: (1) the key factors affecting enrollment were increased competition (at both two- and four-year colleges); tighter economic conditions (at two-year colleges); and the public's impression that the campus was unsafe (at four-year institutions); (2) market research emphasized employer needs and the needs of special groups at two-year institutions and emphasized area demographics and information on current students at four-year colleges; (3) greater emphasis was placed on needs assessment and program development at two-year institutions; (4) institutional responsibility for marketing was likely to be with the Office of Public Relations at two-year colleges and with the Admissions Officer at four-year colleges; and (5) two-year institutions were more likely to have an articulate marketing plan. The report includes tables and the survey instrument. (HB)
Descriptors: Administrative Organization, Administrator Attitudes, Colleges, Community Attitudes, Comparative Analysis, Enrollment Influences, Higher Education, Needs Assessment, Publicity, School Community Relationship, Student Recruitment, Teacher Attitudes, Two Year Colleges, Universities, Urban Schools
Publication Type: Reports - Research; Tests/Questionnaires
Education Level: N/A
Authoring Institution: Cuyahoga Community Coll., Cleveland, OH. Office of Educational Evaluation and Market Research Systems.