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…

Higher education institutions have increasingly adopted marketing principles to achieve institutional objectives. However, direct application of the traditional marketing mix as characterized by four P's (product, price, place, promotion) can be problematic. A reconceptualization of the marketing mix applies four C's: concept (mix of goods and…

A framework for strategic planning within academic departments is outlined. Elements include analyzing the strategic situation of all constituencies (department, institution, competitors, students, student employers), development of mission statement and departmental objectives, development of strategic market-target and curriculum options,…

A study of the promotional activities used in marketing departments in business schools found that departments do better by using specific promotional devices, such as written goals, a promotion committee, and support of a public relations professional. A six-step strategic departmental promotional plan is outlined, based on the findings.…

A survey of 791 college admissions officers investigated the use and perceived effectiveness of 15 marketing techniques: publicity; target marketing; market segmentation; advertising; program development; market positioning; market research; access; marketing plan; pricing; marketing committee; advertising research; consultants; marketing audit;…

A survey of 262 graduates of a comprehensive university indicate fairly strong support for general education and the associated objectives of such a program. Some differences emerged between alumni of different disciplines, genders, and periods of graduation. Implications for recruitment, public relations, and program planning are considered.…

Four key criteria used in academic program review (quality, centrality to institutional mission, competition, and demand) are defined and discussed. They are then applied to the process of strategic planning for an unspecified private university. Decision-making matrixes and their use are illustrated. (MSE)