Marketing Strategies, 1977-1978 [microform]

This paper, prepared by a task force comprised of representative faculty members of Prince George's Community College, presents a conceptual outline for a "marketing process" which emphasizes assessing community and individual needs and then providing services responsive to those needs. The model considers both marketing strategies aimed at subpopulations of prospective students and retention strategies aimed at currently enrolled students. The marketing process is divided into four interrelated stages: (1) service, which involves the identification of what service and/or programs are provided for whom; (2) promotion, which involves the examination of the promotional message as it is intended and as it is received, and the capability of the college to respond to those acting upon the message; (3) delivery, which identifies and develops instructional modes, selects schedules and locations of instruction, and designs strategies to increase the retention range; and (4) evaluation, involving data gathering and market research which is essential for implementation of the marketing process. Specific strategies derived from application of the process to the college service area, a bibliography, and a Marketing Strategy Proposal Form are included. (KJC)