Cooperative education is an educational method that offers many opportunities and benefits to students, employers, and higher educational institutions. Higher education has traditionally resisted marketing in any form. This has largely been the result of the traditional, narrow promotional concept of marketing. In contrast to this view, marketing may be viewed as a central activity of modern institutions that grows out of their quest to serve some area of human need effectively, an activity that is essential to their continued survival and success. As it applies to higher educational institutions, marketing may be defined as gathering and assessing information on customer needs and planning and executing activities designed to bring about an awareness of program and service offerings. Many analysts see a sink or swim case for marketing college and university cooperative education programs. Those responsible for marketing cooperative education programs must realize that these programs have a variety of internal and external publics that need to be served, i.e., students, faculty, administrators, employers, potential students, and parents. Each of these publics must be kept in mind when analyzing product life cycles, doing market research, formulating a marketing strategy, and developing and evaluating a marketing plan. (Appended are examples of the National Commission for Cooperative Education's advertising campaign.) (MN)