1. Purpose of the Study: The purpose of this study was to develop a conceptual model for a marketing approach for administering community colleges. This model was based on Eugene McCarthy's marketing model which provides for emphasizing customer needs and developing the product, price, promotion, and place variables in relationship to customer needs and institutional resources. The concept of the model was developed as an operational tool in the form of a handbook for marketing the community college.
2. Methods and Procedures: The literature and "juries of experts" were used to develop the criteria for and content of the handbook. After the literature review two community college presidents were interviewed to determine the criteria for the handbook. Using the literature and the interview findings an outline, Preface, and one chapter were written and sent to six community college presidents for review and comments. The entire handbook was then written, using the literature, the jury members' criteria for acceptance and the researcher's knowledge of marketing. A draft of the handbook was sent to twenty-one college administrators and faculty, along with a ten-question, open ended questionnaire. The reviews of this jury were summarized for the purpose of revising the handbook.
3. Conclusions: Although there is a growing interest in the use of marketing techniques by community college administrators, most of them do not know the proper procedures to use in order to accomplish their marketing goals. There was not a handbook, book, or manual available that addressed the entire procedure for marketing the community college. The handbook which was developed during this study was judged by the reviewers to be of value to the community college administrator who is interested in using marketing techniques. / Ed. D.
| Identifer | oai:union.ndltd.org:VTETD/oai:vtechworks.lib.vt.edu:10919/74806 |
| Date | January 1980 |
| Creators | White, Edward Thornton |
| Contributors | Community College Education |
| Publisher | Virginia Polytechnic Institute and State University |
| Source Sets | Virginia Tech Theses and Dissertation |
| Language | en_US |
| Detected Language | English |
| Type | Dissertation, Text |
| Format | v, 309, [2] leaves, application/pdf, application/pdf |
| Rights | In Copyright, http://rightsstatements.org/vocab/InC/1.0/ |
| Relation | OCLC# 7086219 |
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