Utilizing Evaluation To Develop a Marketing Strategy in the Louisiana Cooperative Extension Service [microform] / Paul D. Coreil and Satish Verma
- Bib ID:
- 5552854
- Format:
- Book and Microform
- Author:
- Coreil, Paul D
- Online Version:
- https://eric.ed.gov/?id=ED352384
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- Description:
-
- [Washington, D.C.] : Distributed by ERIC Clearinghouse, 1992
- 8 p.
- Summary:
-
Marketing has become a popular strategic initiative among state extension services to meet the growing demand for program accountability. The Louisiana Cooperative Extension Service (LCES) began a formative evaluation of its marketing efforts as a step toward a comprehensive marketing plan. All extension faculty were surveyed to determine their perceptions of the marketing tools (MTs) of the organization, using a modified version of W. Boldt's marketing audit to rate 41 items on a 5-point Likert scale. Responses of 341 LCES faculty (a 77.5 percent response rate) were ranked to display the relative importance of 5 MT categories (teaching methods, office-related, decision-related, programming-related, and visual). Each MT was also ranked within its category. MTs at the core of teaching (communication/teaching skills and educational products) were considered most important. Organizational logos, personal business cards, and name tags, which have a visual effect, were considered less important. Office-related MTs ranked second, followed by MTs designed to reach local and state governing boards and elected officials. Mission and impact statements and the extension advisory system (programming-related MTs) ranked fourth. The LCES does not have a comprehensive marketing strategy, although scattered efforts have been made. Implications for development of a comprehensive approach are described. (SLD)
- Notes:
-
- ERIC Note: Paper presented at the Annual Meeting of the American Evaluation Association (Seattle, WA, November 5-7, 1992).
- May also be available online. Address as at 14/8/18: https://eric.ed.gov/
- Reproduction:
- Microfiche. [Washington D.C.]: ERIC Clearinghouse microfiches : positive.
- Subject:
-
- Accountability
- Evaluation Methods
- Evaluation Utilization
- Extension Education
- Faculty
- Formative Evaluation
- Government Employees
- Higher Education
- Institutional Advancement
- Likert Scales
- Mail Surveys
- Marketing
- Planning
- Program Development
- State Government
- State Programs
- Teaching Methods
- Louisiana Cooperative Extension Service
- Other authors/contributors:
- Verma, Satish, author
- Available From:
- ERIC
- Copyright:
-
In Copyright
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Copyright status was determined using the following information:
- Material type:
- Literary Dramatic Musical
- Published status:
- Published
- Publication date:
- 1984
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