The Voluntary System of Accountability (VSA) provides a framework for public universities to provide evidence of success and increase public confidence. The goals of the VSA are threefold: (1) Demonstrate greater accountability and stewardship to the public; (2) Enhance effective educational practices by measuring educational outcomes; and (3)…

Survey of state residents concerning the image of a regional university found either a general, positive opinion or none at all. Statistical modeling of results points to the significant components of university image and how they influence parents' decision to send a child to that institution, which in turn leads to better understanding of the…

The traditional sellers' market in higher education has become a buyers' market, with both the nature of the student body and the services offered being changed. Marketing, as a comprehensive tool for planning and delivery of educational services, offers an integrated method for meeting the disparate demands growing from the shift to a longer…

Discusses the current problems of status and recruitment in secondary vocational education. Presents possible future scenarios that could result in increased demand for trained high school graduates. Enumerates the tasks necessary to improve the field's status and recruitment success. (CH)

In the 18 years since the founding of the University of California, Santa Cruz, America's youth have turned from long hair to pin-striped careerism. UCSC made the transition with the help of an image overhaul emphasizing its mix of idealistic educational philosophy and rigorous undergraduate courses. (MLW)

Widely viewed today by many taxpayers, business leaders, and elected officials as inefficient, ineffective, bureaucratic, public education is losing its once-noble brand position as the cornerstone of American democracy. According to Laura Ries, a marketing guru, the first problem is the name, it is called public education. It is because the…

The ways in which Coppin State College improved its image among and its marketing to potential students within the urban community are described. The following self-assessments were undertaken: faculty, student, and community perceptions and the needs of residents and employers were surveyed. (MLW)

A 5-year effort to project a new and more realistic public image and to bring about improvements in student recruiting and fund-raising for a small, private, liberal arts women's college is described. The changes included offering bachelor's degrees for the first time and building pride and support among alumnae. (MSE)

The use of an expectancy-value model, common to consumer marketing studies, in analyzing the market position of Cleveland State University was investigated. Attention was focused on showing how consumer attitude concepts and methodologies can be used in developing a strategic marketing plan. Six populations were identified as groups important to…