This article presents a model for the formulation of marketing communications strategies geared both to efficiency in direct marketing efforts and effectiveness in the creation of individual program enrollments and institutional identity. (CT)

Strategic planning, a logical framework for organizing, staffing, leading, and controlling the work of an organization, spans three philosophies: "satisficing, optimizing, and adaptivizing." While higher education's traditional orientation is satisficing, continuing education agencies can lead the movement toward adaptivization of…

A series of five questions forms a model for organizing the content of a continuing education staff evaluation system: What purpose will the system serve? What responsibilities should be evaluated? What characteristics are desirable in the position? Who supplies relevant information? Who uses the information? (SK)