In a survey, 150 individuals evaluated 7 professions on prestige, honesty and ethical standards, importance to society, and interesting and challenging nature of occupation. Overall, university professors were rated lower than doctors, dentists, pharmacists, and clergy; the same as lawyers; and higher than bankers. Respondent income, age, and…

A general research analysis model that can be used by colleges and universities is presented. The model may be useful to institutional leaders with no formal training in marketing and can assist in understanding the delicate interaction between activities and components critical to the overall marketing process. (Author/MSE)

A survey of 124 marketing executives from major companies investigated their perceptions of academic research on marketing, including their views on the role of academic research, willingness to collaborate on academic research, key research interests and perceived lack of attention to them, and general impressions. Substantially negative…

The parallel political marketplace conceptualization is used to analyze the political environment in which colleges and universities operate, including the effect of citizen/consumer groups on institutional marketing decisions, advocacy organizations, flow of favors and threats in political systems, political roles served by marketing, and…

College and university marketing departments should use the technique of positioning to increase enrollments. The triangular approach to positioning uses close scrutiny of the student profile, the benefits marketing courses offer, and the competition the department faces within and outside the business school. The technique can also be used by…

The concept of program life-cycle management is applied to college fund raising. Program life-cycle stages (introduction, take-off, maturation, saturation, decline) and fund-raising steps (identification of objectives, targeting of markets, estimate potential for contribution, organization, strategy development, fund-raising performance…

From a marketing perspective, the curriculum is an important product of the college or university. A study using survey research and target marketing investigated what the business community wants this product to be. Implications for structuring the curriculum as preparation for employment of marketing graduates are examined. (Author/MSE)

It is noted that "undervalued metropolitan universities," which generally have open enrollment, low tuition, and a large proportion of nontraditional students, often also have a diffuse and unclear public image. A model positioning concept for these institutions, used by Wright State University (Ohio) is proposed and described. (MSE)

It is argued that the marketing concept should be applied to the student-teacher interaction in colleges and universities, focusing on marketing's consumer orientation, whereby the exchange process is driven by the desire of one party to satisfy the needs of the other. Relevant marketing mix variables are outlined. (MSE)

A study of the sources of influence for college students (n=162) making a choice of major illustrates how such information can be obtained, analyzed, and used to develop a marketing plan for a college or department. Several potential strategies for recruiting business majors, which resulted from the study, are outlined. (MSE)

A study of 128 college students found that working students use sophisticated methods for balancing their grades, courseload, and workload. It is proposed that, if colleges and universities understand how this happens, they can serve this important market segment better and benefit from more positive student perceptions of the institution. (MSE)

A study investigated whether demographics (age, gender, ethnic group, marital status, financial status) could be used to predict the importance of external variables (mailings, school visits, parents, job-placement rate, equipment, admissions representatives, community reputation, location) in students' choice of a private business career college…

The Western Australia market for master's-level business administration education (MBA) is examined, particularly relating to the University of Western Australia. An overview of current Australian MBA market conditions is given; and the history, competitive environment, structure, admission policy, tuition, and student financial aid of the…

A survey of 213 master's-level business administration students in 1 private and 3 public universities investigated the role of student financing, department characteristics, university characteristics, and information sources affected applicants' choice of institution to apply to. Despite similarities in the concerns of public and private…

The applicability of marketing research to development of college programs in collaboration with other institutions or individuals is discussed. It is recommended that college administrators conduct ongoing environmental scanning to identify major opportunities for joint programs, forming research groups to screen basic ideas and explore program…