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Admissions Standards and the Use of Key Marketing Techniques by United States' Colleges and Universities.
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Goldgehn, Leslie A. – College and University, 1989
A survey of admissions deans and directors investigated the use and perceived effectiveness of 15 well-known marketing techniques: advertising, advertising research, a marketing plan, market positioning, market segmentation, marketing audit, marketing research, pricing, program and service accessibility, program development, publicity, target…
Descriptors: Admission Criteria, Advertising, College Admission, College Choice
Generation Who, What, Y? What You Need to Know about Generation Y
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Goldgehn, Leslie A. – International Journal of Educational Advancement, 2004
Generation Y wants to know why! Today's youth are curious, they want the facts, they want the hard data, and most of all they want the truth. Advertisements and creative marketing tactics do not easily sway this group. They do their research before they believe most things they hear and see. Purchasing behaviors of Generation Y show that the group…
Descriptors: Higher Education, Student Recruitment, Young Adults, Interpersonal Communication
Are U. S. Colleges and Universities Applying Marketing Techniques Properly and within the Context of an Overall Marketing Plan?
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Goldgehn, Leslie A. – Journal of Marketing for Higher Education, 1990
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;…
Descriptors: Administrative Policy, Administrator Role, Admissions Officers, Advertising
Repositioning the MBA: Issues and Implications.
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Goldgehn, Leslie A.; Kane, Kathleen R. – Journal of Marketing for Higher Education, 1997
A study using eight focus groups of men and women (n=approximately 60) enrolled in undergraduate and graduate business administration programs investigated reasons for current difficulty in marketing Master's in Business Administration (MBA) programs. Results suggest that to increase the degree's value, schools should serve existing market…
Descriptors: Business Administration Education, College Students, Educational Attitudes, Educational Demand