A SYSTEMS APPROACH TO THE DESIGN AND OPERATION OF EFFECTIVE MARKETING PROGRAMS IN COMMUNITY COLLEGES
Titel:
A SYSTEMS APPROACH TO THE DESIGN AND OPERATION OF EFFECTIVE MARKETING PROGRAMS IN COMMUNITY COLLEGES
Auteur:
Scigliano, John A.
Verschenen in:
Community college journal of research and practice
Paginering:
Jaargang 7 (1983) nr. 2 pagina's 139-160
Jaar:
1983-01
Inhoud:
In this paper, marketing is defined as the approach a college takes to its environmental situation, the way it plans for identifying the needs of its students, the strategies it selects to ensure a continuous supply of new students that it can best serve, and the processes it uses to satisfy the legitimate educational needs of all its constituencies. A model is presented that was developed through research involving 600 community and junior colleges nationwide. This model consists of an environmental-scanning process, a series of marketing audits, and an information-processing scheme. Information flow is the most important facet in this systems approach to marketing. The essential features of college marketing operations found by the study are: (1) a high-level, deep, and long-term commitment to formalized marketing practices; (2) a diverse set of strategies that includes measuring consumer needs and satisfactions; (3) an agency within the college (committee, task force, etc.) with responsibility for marketing planning and implementation; (4) getting results through building and authentic image, enrollment stability, and quality mixes of programs and students; (5) an ability to produce innovative ideas; and (6) a philosophy that does not equate marketing with recruiting but defines marketing in relation to numerous other referents. The paper recommends that college personnel concentrate on getting the right information to students and the community through the use of internal agencies such as an institutional-research office, strategic-marketing planning committee, and a marketing-quality control department.
Tijdschrift beschrijving