The purpose of this study was to identify the specific competencies needed to apply social marketing, a promising approach to behavior change, to Extension programming. A modified Delphi study was used to achieve group consensus among a panel of experts on the skills, characteristics, and knowledge needed to successfully apply this behavior change…

The American Association of Community Colleges' (AACC) Plus 50 Initiative (2008-2011), funded by The Atlantic Philanthropies, was created to build the capacity of community colleges nationwide to develop programming that engages the plus 50 learner. The Initiative supported a pilot group of 13 two-year institutions to develop or expand college…

This article describes both a short- and long-term strategic marketing planning approach for the parks and recreation manager. Both plans involve a needs assessment, objective development, marketing plans, and evaluations. Also discussed is a continuum of stragetic program options ranging from developing new programs to terminating existing…

A survey of 4,300 physicians received 1,014 responses showing that family physicians preferred local continuing medical education programs and minicourses. Specialists and institutional practitioners did not mind travel or multiday programs. Less experienced physicians favored more personalized marketing approaches. (SK)

Alabama Extension's Interdisciplinary Aging Team develops programs to assist older adults with quality-of-life issues and encourages volunteerism. A survey of 80 seniors identified their information needs and preferred information sources (television, professionals, radio). The information was used to adapt Senior Series materials and organize a…

An overview is provided of factors to be considered in assessing and improving the quality and effectiveness of a college's recruitment materials. Part 1 addresses the questions of how to and why assess the effectiveness of student search publications. This section compares various methods of conducting college surveys to determine students'…

The author demonstrates the utility of marketing concepts and techniques as a total strategy designed to overcome resistance to participation and to involve the hard-to-reach adult in continuing education. (SK)

This booklet suggests ways in which institutions--Catholic schools in particular--can move beyond public relations and advertising to engage in the broader arena of marketing with its focus on consumer satisfaction. The first of the book's three chapters reviews the concept of marketing, providing definitions of key terms, clarification of…

Decreased resources, increased accountability demands, and the need for economic survival have made the evaluation of the outcomes of continuing education efforts in nursing a salient need. Economic survival, in particular, is largely dependent upon the skill of the continuing educator in achieving the desirable balance between organizational and…

Discusses a four-stage "marketing process" employed by a suburban community college in an effort to become more responsive to the needs of its present and potential students. (DC)

The office of institutional research can play a key role in creating a college's marketing plan. Designing survey instruments and evaluations to support new program development, employer-based education, and recruiting concepts are areas where institutional research can make important contributions (Author/MLW)

A more businesslike approach to job development, which stresses meeting employer needs, is encouraged for growth in supported employment opportunities for individuals with disabilities. Seven job development guidelines are offered, including research businesses to identify personnel needs and problems, and define services so employers understand…

A study examined the marketing research information required by those executives of Lakeshore Technical College (Wisconsin) whose decisions affect the college's direction. Data were gathered from the following sources: literature review; development of a data dictionary framework; analysis of the college's current information system through…

Four human resource managers present their recommendations for establishing training/human resource development departments. They discuss the following elements: chief executive office support, the role of formal needs analysis, the role of operating managers, market research, and having a sense of teamwork. (CT)

An analysis of higher education marketing examines a case study of a college's market research program, a series of market research projects, and a major study of students and parents in six metropolitan areas (the Six-Market Study). After introducing marketing concepts and strategies, the nature of higher education marketing is considered. The…