This study examines the process an institution of higher education goes through in developing a strategic marketing plan. Although the literature is bulging with recommendations for the implementation of marketing in the management of higher education institutions, the information available on how to implement is sparse. While much has been written on tactics that an institution can employ, little attention has been given to the issue of how an educational institution becomes marketing-oriented in practice. Therefore, how an individual institution goes about assessing its strengths weaknesses and opportunities, and uses this information in the design of an institutional marketing plan is the focus of this study. / Conceptually, the research assumes that the managerial implications and ramifications of institutional change, and their relationships within the political framework, are the crux of understanding the process of implementing strategic thinking and marketing in a university. This political framework, coupled with a holistic approach, permits this study to address what is done and the problems and situations incurred during the process of doing. / Source: Dissertation Abstracts International, Volume: 48-07, Section: A, page: 1666. / Thesis (Educat.D.)--The Florida State University, 1987.
| Identifer | oai:union.ndltd.org:fsu.edu/oai:fsu.digital.flvc.org:fsu_76108 |
| Contributors | BARLAR, ALICE DIANNE., Florida State University |
| Source Sets | Florida State University |
| Detected Language | English |
| Type | Text |
| Format | 303 p. |
| Rights | On campus use only. |
| Relation | Dissertation Abstracts International |
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