An informal survey of professional job listings in college marketing suggests that community colleges and small colleges are the first to embrace marketing. Advertisements for institutions in the northeastern states are most common. The most prevalent organizational structure for marketing, however, does not correspond to the most effective model…

Considers the successes and failures of academic library responses to multiculturalism and suggests steps that are needed to improve their responses. Topics discussed include recruitment of professional and support staff, changing the composition of management, the role of the library director, developing internships and mentoring, marketing the…

A study was conducted by the Trumbull Campus (TC) of Kent State University, in Ohio, to determine the motivations, objectives, and level of satisfaction of transient students, or students pursuing a degree at another institution but enrolled in courses at TC. Surveys were mailed to 50 transient students enrolled in summer 1993, with completed…

The effect that winning a National Collegiate Athletic Association (NCAA) Division 1 national championship in football or men's basketball may have upon the quantity and quality of undergraduate admissions applications received by institutions was examined. Between 1979 and 1992, 11 institutions won the NCAA Men's Basketball Tournament with two…

PG-TRAK90 is a cluster-based geographic marketing system designed by Maryland's Prince George's Community College (PGCC) to maximize educational marketing objectives. To create it, United States Census Bureau files containing over 200 demographic, housing, and lifecycle variables for 172 tracts in Prince George County (PGC) were reformatted into…

This book examines Learning-in-Retirement (LIR) programs in which the participants determine their own curricula, teach their own courses, administer and market the program, and engage in self-governance under the aegis of a local college or university. It also provides a description of the issues involved in creating and maintaining a successful…

A study was conducted to determine the extent to which psychometric testing (the measurement of various aspects of human behavior, such as ability, personality, or interests, using psychological tests) is used in the recruitment practices of small businesses. The project also developed a course consisting of five modular units covering the process…

A study examined existing perceptions of the effectiveness of vocational education in Michigan. Researchers sought the opinions of 1,879 educators (including teachers, administrators, counselors, admissions representatives, and public relations professionals) connected with vocational education; 1,099 nonvocational educators; 745 parents; 1,030…

In fall 1983, Dutchess Community College (DCC), Poughkeepsie, New York, implemented a strategic planning process which ultimately resulted in the development of short- and long-range marketing plans. The initial marketing approach began in spring 1985 and was directed toward a pilot project to affect summer 1985 enrollments utilizing a market…

The first of six issues of the GED Items newsletter published in 1987 contains articles on one company's approach to literacy in the workplace, General Educational Development (GED) teacher training videotapes, and a process model for improving thinking skills. Articles in issue 2 address military recruiting, synthesis thinking skills, and GED in…

A description of Texas Southern University focuses on demographic trends and changes in school personnel and the student body in the period between 1981 and 1987. The data reveal two problems: too few black persons are choosing teaching careers, and too many of those that do are unable to achieve a passing score on teacher admission tests. A…

Proven market/institutional research techniques and technological developments in computer systems that can be used by college admissions offices to enhance recruitment efforts are discussed in 13 articles. Titles and authors of the articles are as follows: "Student Reactions to College Recruiting Techniques" (Arthur D. Lopatin);…

The discipline of marketing, applied to higher education, has the potential for increasing enrollments, reducing attrition, and making college services more responsive to the needs of consumers. Faced with enrollments that were below projections, Prince George's Community College devised a four-stage marketing plan that focused on service,…

A marketing process was designed at Odessa College (Texas) to deal with declining enrollments. Marketing was defined by the administrators and faculty who designed the process as a combination of image portrayal, service adaptability, and the evaluation of how well service and promotion complement one another. The process used a task force…

The benefits and acceptability of marketing in postsecondary education are examined in response to evidence that indicates an increasing number of colleges and universities are turning towards the adoption of strategies and modes of administrative thinking that reflect commercial marketing techniques. The trend to use commercial techniques is…