Changes in the college and university environment (oversimplified instructional materials, demand for detailed instructions, avoidance of challenge in curricula, overuse of student evaluation of faculty) suggest that in their efforts to recruit and retain students, institutions have promoted students' increased intellectual dependency. This…

The potential value of marketing principles to help solve educational problems in higher education is addressed. Four variables that are within the decision power of those in higher education and those in the commercial world are the product, distribution, promotion, and price. The marketing concept demands that policies be built on a base of…

The usefulness of marketing functions as they relate to higher education enrollment and financial problems is addressed, and proven marketing principles that have been violated by higher education decision-makers are considered. It is suggested that a college or university operation can be examined within the same context as any product…