In 1989, Hagerstown Junior College created this master strategic plan for 1989-1994, which revised the college's mission and established long-range goals and institutional strategic objectives. The revised mission statement focuses on empowering students through transfer education, occupational programs, developmental services, personal…

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…

Attitudes about college marketing have hindered its progress. It is an informative process with strong feedback, including such elements as information gathering, travel, development of a marketing or public relations plan, organizational communication, institutional adaptation to the current market, and administrator input. (MSE)

A discussion of the difficulties of enrollment projection examines the wide range of variables affecting enrollments and the likely technological, scientific, manpower, social, and humanistic needs of the world in 2000 that should motivate recruitment efforts. (MSE)

TO ESTABLISH A COLLEGE IN 100 DAYS PRESENTED AN OPPORTUNITY TO TEST THE VALUE OF PROGRAMED ORGANIZATIONAL PROCEDURES USING PROGRAM PERFORMANCE EVALUATION AND REVIEW TECHNIQUE (PERT) UNDER ACTUAL OPERATIONAL CONDITIONS, NOT IN A SIMULATED THEORETICAL SITUATION. THROUGH THE AID OF THE PERT PLANNING SYSTEM, IT WAS DETERMINED THAT THERE WERE NINE…

Recommendations for marketing policies, goals, objectives, and activities are presented in this report as proposed by Brookdale Community College's (BCC's) marketing committee. First, introductory material clarifies the marketing orientation and philosophical platform of the college. Next, the recommendations are presented in four categories: (1)…

A 1983-84 marketing plan is presented for Northern Virginia Community College (NVCC), which is designed to maximize the effective use of shrinking resources to meet the needs of the college's clientele. After introductory material discusses the problems and challenges facing NVCC and the role of marketing in understanding the environment in which…

Describes the Joint Faculty Journalism project, undertaken in 1994-95 by California's community colleges and universities to develop methods for increasing alliances with journalism practitioners. Discusses project objectives and resulting recommendations related to increasing student recruitment and success. Reviews positive project outcomes and…

The New Jersey Institute of Technology's experience with encouraging Black participation in engineering and science illustrates the value of four precepts: (1) academic preparation begins early; (2) a comprehensive, multifaceted approach is essential; (3) lots of money is needed; and (4) universities must be ready to experiment and keep learning.…

A nine-point plan is given for opinion research for college marketing: obtain administration commitment; determine specific research needs; define college goals measurably; establish a recruitment committee; identify vital publics; focus research on them; develop questionnaires; determine research mechanism; and assign responsibility and…

In response to dwindling enrollments and increasing competition from other postsecondary institutes and private training schools, the Southern Alberta Institute of Technology (SAIT) has developed a marketing plan to take advantage of existing opportunities. SAIT's Marketing Department focuses on developing a strong and unique institutional image…

Colleges and universities are using innovative methods to improve services that affect the institution's enrollment-management function, primarily in registration and information management. Registrars' offices can also promote academic excellence by incorporating honors into transcripts, participate in student recruitment by providing timely…

Since spring 1979 numerous changes in Humanities offerings and operations have been discussed, agreed upon, and implemented at Clark College to revitalize enrollments and increase faculty energy levels. The process of change was based upon four principles: (1) the faculty perceived the need to change, wanted to explore the potential benefits of…

Data-based planning and management is revolutionizing college student recruitment. Data analysis focuses on historical trends, marketing and recruiting strategies, cost-effectiveness strategy, and markets. Data sources include primary market demographics, geo-demographics, secondary sources, student price response information, and institutional…

Effective utilization of community agents in the marketing process of community colleges is discussed. It is suggested that community-based marketing improves the college's outreach capability and encourages development processes within the community. The various stages of developing community-based processes are explained. (Author/SF)