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.…

Describes the extent and nature of the movement to restructure the master's degree in business administration (MBA) to meet current market needs, based on results of a national survey of accredited programs. Concludes that restructured programs offer unique opportunities to market the programs to different segments of the graduate business school…

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;…

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 survey of 1,267 executives, mid-level managers, and supervisors in a wide variety of industries found strong shared preferences about the length, size, and format of professional seminars, and also revealed some differences in preference according to managerial level. Implications for design and marketing of seminars to the business community…

Conjoint analysis, commonly used in product development, was used to determine the graduate education needs and program preferences of business administration graduates. Results suggest an accelerated and abbreviated Master's in Business Administration would be preferred to an master's degree, without detracting from existing programs or being…

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)