Developed by the Marketing Task Force at Prince George's Community College (PGCC) in 1981, this report presents a plan which identifies educational service needs, recommends strategies for responding to those needs, and suggests a marketing approach. The report begins by providing background on the four-stage marketing process implemented during 1977-78. It then reviews the charge, membership, and perspective of the 1980-81 Marketing Task Force. Next, a situational analysis is presented which reviews PGCC's current share of the educational market, the interests of student consumers (i.e., non-traditional delivery modes, career-oriented programs, developmental studies, career planning, and community services), and the educational competition in the community. Specific marketing strategies are presented in the next section, in the categories of research, marketing mix, and process. A total of 96 marketing tactics are ranked by priority under these strategy categories, and the target market, office responsible, and planned completion date are provided. After an implementation schedule is presented, Appendix A provides marketing tactic action forms for each of the 96 strategies, including information on needs assessment, goals, procedures for action, success indicators, and costs. Appendix B presents a promotion calendar for each month from July 1981 through June 1982. (KL)
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