Date of Award
12-1-1987
Document Type
Dissertation - NSU Access Only
Degree Name
Doctor of Education
Department
Center for the Advancement of Education
Abstract
Steady decline in enrollment over the past three semesters, increasing attribution rates, and a decline in 18-year-old attending South Mountain Community College (SMCC) established the need for the study. Colleges across the nation are combating these problems by developing comprehensive marketing programs designed to recruit and retain students. Thus, the purpose of this study was to develop a model marketing plan for SMCC. Nine components were identified in the review of literature as effective marketing techniques. They included the following: marketing surveys, high school visitations, direct mail, newspaper ads, shopping center recruiting, news releases, television, radio, and billboards. A survey instrument (Appendix C) was constructed to include specific marketing activities within each component. Survey instruments were mailed to 48 public information officers incommunity colleges having headcount enrollment of 2,500 students or less in the four states of Arizona, Texas, Nevada, and New Mexico. Thirty-four public information officers responded, yield a 70.7 percent return. Respondents were asked to indicate which of the techniques was most effective. They were provided a 5-point Likert-type scale of very effective to very ineffective. They were also asked to identify activities conducted within the last three years and how often the activities were performed. Four research questions were developed to determine whether there was agreement among community college public information officers as to the effectiveness of marketing practices. A mean response of 3.50 or higher was established to indicate agreement among respondents. Research questions are as follows: 1. Is there agreement among public information offices regarding marketing activities that have proven successful at recruiting and retaining students? 2. Of the activities indicated, which marketing activities are most appropriate for South Mountain Community College? 3. How will the development of a marketing plan impact the enrollment of the college? 4. What is the most effective method for evaluating a marketing plan? The mean scores for each of the nine components were tabulated and displayed on tables (Appendix D). Each activity within the nine components was ranked according to the level of agreement among public information officers surveyed regarding its effectiveness. Of the nine marketing components utilized in the marketing survey, public information officers had the highest agreement regarding radio advertising as the most effective marketing technique. Following radio advertising, new releases, high school visitation, direct mail, television, and marketing surveys. Two components, billboards and shopping center recruiting, were categorized as ineffective. The results of the study and the review literature provided adequate input for the development of a model marketing plan for SMCC (Appendix E). the approach to marketing detailed in the review of literature was used as the basis for the marketing plan. The major components of this approach were: defining the mission; identifying publics and markets; researching the market; segmenting the market; formulating the marketing mix; and implementing and controlling the marketing plan. Two additional components, establishing the task force and evaluation were added to complete the plan. An ad hoc committee was established at SMCC to review the model marketing plan developed as a results of this study. The committee consisted of SMCC administrators and faculty. Several revision were suggested and completed prior to finalization of the marketing model. Implementation for the model at SMCC is scheduled for the 1987-88 school year, with final implementation taking place in 19889. It was recommended that an ad hoc committee convene and make changes to the model marketing plan (Appendix E) providing changes are needed. Additional procedures, time-lines, and a procedural flow chart including specific dates and individuals or departments responsible for accomplishing various tasks be determined. Further, the ad hoc committee should make changes, if necessary, to the method of evaluation outlined in the model plan. Institutions that do not currently implement a detailed marketing plan may tailor this model to their own institutional needs and peculiarities. It is also recommended that other studies be reviewed to assist in the development of marketing activities that are effective in recruiting and retaining students. It is recommended that research efforts be developed that link the usage of institutional research offices and public information offices to marketing planning,