It is argued that higher education should be marketing according to principles for marketing services not products. Unique features of services, implications for marketing, and application of service marketing principles to college and university recruitment are explained. Research on seven successfully marketed colleges and universities and…

A study of graduate student recruitment practices was conducted in the spring of 1986 to determine the current practice of graduate schools and to determine the extent to which they are using marketing techniques. The members of the Council of Graduate Schools were surveyed; 250 graduate schools responded (69% response rate). Questions concerned…

A survey investigated the feelings and beliefs of British university applicants at one point in the application process: after the application is acknowledged but before offers or examination results are available. Results suggest many see the process as straightforward, helpful, friendly, but a sizeable group consider it slow and complex. Many…

When the product is education, enthusiastic college students make ideal salespeople. Student recruiters use various marketing strategies including helping with recruitment literature; hosting visitors; and telephoning, writing, or visiting interested students. Some sales techniques are described. (MLW)

A survey of 220 college human resource officers investigated the extent of use of search firms to recruit administrators. Only one-third of respondents had used them, primarily for development personnel, presidents, and vice presidents; use was primarily by private, nonprofit institutions and those with over 5,000 enrollment; and use resulted in…

Evaluation of the impact of prospective students' contacts with the institution is an objective of the admissions research agenda at Tufts University (Massachusetts). An annual survey gathers information on individuals who make inquiries but do not submit an application and on the parents of matriculating students. (MSE)

Reports on a study of engineering students at the Technical University of Norway (NTH) which focuses on the factors that influence women to become students at NTH. Compares study results to national and international studies concerning women and work. (ML)

A study to provide some measurable benchmarks of the advancement process at small colleges is described. Data are presented on budgets, spending per function, professional staff, chief advancement officer, support staff, recruitment costs, fund-raising revenues and costs, and developing institutions. (MLW)

This study of 82 general educators with certification in special education found that over half would consider special education positions. Primary deterrents to special education teaching included paperwork and factors related to working with special populations; potential incentives included adequate teaching resources, minimal nonteaching…

The application of basic marketing techniques to achieve the goals of colleges and universities is discussed. The guide is designed to help administrators and admission officers influence the image projected by their institutions. Attention is also directed to how to position an institution among its competitors, how to develop activities and…

Results of a survey of adults in northeastern Ohio indicates there is a substantial market for higher education, amounting to 33 percent of the adults not currently in school. Respondents identifying themselves as nonprospective students stated financial aid, employment, child care, public transportation, weekend classes, and academic counseling…

A survey of 736 college students investigated satisfaction with a university's business education program, with attention to ratings of services and educational quality, and their relationship to students' global satisfaction, willingness to recommend the institution, and satisfaction with educational value received. Results suggest institutions…

This report examines job market trends for new college graduates based on a survey of 618 organizations (businesses, industries, manufacturing organizations, service sector employers, government agencies and military services. Topics considered include: (1) anticipated changes in hiring trends for new college graduates, (2) changes in campus…

Market research, important for professional renewal, is a critical part of continuing education program planning. It includes attention to learning needs and learner motivation to participate in continuing education. Informal market research makes use of internal sources, such as enrollment data, program evaluations, policy statements, and staff…

State University of New York (SUNY) faculty, professionals, and librarians who have disabilities were surveyed to determine whether a fund should be established to facilitate the hiring of, and provision of accommodations for, people with disabilities in the SUNY system. The researchers interviewed 25 employees with disabilities at 7…