Journal of the Academy of Marketing Science

, Volume 11, Issue 1–2, pp 123–141 | Cite as

Marketing and non-marketing materials sent by American Colleges and Universities

  • John A. Bradford
Article

Abstract

This report discusses educational marketing materials used by admissions offices in a random sample of 858 American colleges and universities. Information requested and received by a potential student is described and classified as marketing or non-marketing. This paper shows why four-year institutions and those offering higher degrees are significantly more likely than two-year colleges to use marketing materials in their responses to prospective students. The value of these findings for admissions offices and marketing specialists are presented.

Keywords

Marketing College Admission Prospective Student Class Schedule Marketing Material 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.
This is a preview of subscription content, log in to check access.

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

References

  1. Alberger, Patricia, 1980. “Stalking the Elusive Student: Publications that Really Recruit.”Case Currents (Feb.) 12–15.Google Scholar
  2. Bender, Louis W. 1975. “It Pays to Advertise—Truthfully.”Community College Review 32–39.Google Scholar
  3. Blackburn, James C. 1980a. “Marketing in Admissions: A Perspective on Its Use”College Board Review (Sum) 18–21.Google Scholar
  4. — 1980b. “Marketing and Selective Admissions.”Journal of the National Association of College Admissions Couselors (May) 25–28.Google Scholar
  5. Buchanan, W. W. and H. C. Barksdale. 1974. “Marketing's Broadening Concept is Real in University Extension.” (Fall) 35–46.Google Scholar
  6. Campbell, Clifford C. 1978. “The Administration of Admissions.”New Directions for Higher Education: No. 21: (Marketing Higher Education) 51–63.Google Scholar
  7. Chapman, Randall G. 1979. “Pricing Policy and the College Choice Process.”Research in Higher Education v. 10, 37–57.CrossRefGoogle Scholar
  8. Coppock, G. Stephen. 1979. “Student Recruitment for the Public, Two-Year College: A Mandatory Aspect of Institutional Vibility,” Paper presented to the Missouri Association of Community and Junior Colleges.Google Scholar
  9. Druesne, Barry. 1980. “College Mailings: What Works.”College Board Review (Sum) 12–17.Google Scholar
  10. Durand, Rene A., Jr. and Ralston, J. David. 1979. “A Search Experiment”College Board review, (Fall) 22–23.Google Scholar
  11. Engelhardt, L.N. 1973. “How to Estimate Your Future Enrollment.” (July).School Management, 17:38.Google Scholar
  12. Finch, Harold L. and Elain, L. Tantham. 1975. “Declining Enrollment: Why? What are the Trends and Implications?”: Overland Park, Kansas: Johnson Country Community College.Google Scholar
  13. Fiske, Edward B. 1979. “The Marketing of the Colleges.”Atlantic (Oct.) 93–98.Google Scholar
  14. — 1980. “The Marketing of the Colleges.”Journal of the National Association of College Admissions Counselors (Jan) 25–29.Google Scholar
  15. Fram, E.H. 1973. “Marketing Higher Education.”Current Issues of Higher Education, 56–57.Google Scholar
  16. Gorman, W.P. 1974. “Marketing Approaches for Promoting Student Enrollment in Higher Educational Institutions.”College and University (Spr) 242–250.Google Scholar
  17. Hazard, Francis E. and John A. Bradford. 1978. “KSU-TC Needs Assessment Program.” Report presented at the eighth annual convention of AERA/SIG/JC. Springfield. Ill.Google Scholar
  18. Halstead, Carol P. 1979. “Better Information for Prospective Students.”College Board Review. (Sum) 46–50.Google Scholar
  19. Huddleston, T. 1975. “Student Marketing.”College and University (Sum) 339–45.Google Scholar
  20. — 1976. “Marketing: The applicant questionnaire.”College and University (Win) 214–19.Google Scholar
  21. Huddleston, Thomas, Jr., and Batty, Burt F. 1978. “Marketing Financial Aid”New Directions for Higher Education: No. 21 (Marketing Higher Education) 37–49.Google Scholar
  22. Hugstad, P.S. 1975. “Marketing Concept in Higher Education: a caveat.”Liberal Education (Dec.) 504–12.Google Scholar
  23. Ihlanfeldt, W. 1975. “Management Approach to the Buyer's Market.”Liberal Education (May) 133–48.Google Scholar
  24. Johnson, Dennis L. 1979. “Marketing is not a Dirty Word.”AGB Reports (Mar–Apr) 24–27.Google Scholar
  25. Johnson, Mark D. and Joseph E. Gilmour. 1978. “Developing and Implementing a Marketing Strategy for College Recruiting and Admissions.”Institutional Research Annual Form (May).Google Scholar
  26. Kotler, Philip. 1975. “Marketing for Nonprofit Organization.” Englewoods Cliffs, New Jersey: Prentice-Hall, Inc. 56–75.Google Scholar
  27. —. 1978. “Applying Marketing Theory to College Admissions.”College and University (Win) 214–219.Google Scholar
  28. Krachenberg, A.R. 1972. “Bringing the Concept of Marketing to Higher Education,” inJournal of Higher Education, (May) 369–380.Google Scholar
  29. Larkin, Paul G. 1979. “Market Research Methods for Improving College Responsiveness.”New Directions for Institutional Research 11–30.Google Scholar
  30. Litten, Larry M. 1980. “Marketing Higher Education: Benefits and Risks for the American Academic System.”Journal of Higher Education (Jan–Feb) 40–59.CrossRefGoogle Scholar
  31. Lucas, John A. 1979. “Developing a Total Marketing Plan.”New Direction for Institutional Research 87–91.Google Scholar
  32. Nelson, Jeffrey B. 1980. “Promoting Education by Mail: To Boost Your Continuing Education Enrollment, Take a Tip from the Direct Mail Pros.”Case Currents (Apr) 28–31.Google Scholar
  33. Parker, G.G. 1977. “Enrollment Projections for Registrars and Admission Officers.”College and University (Win) 163–74.Google Scholar
  34. Patton, Douglas A. and Carine, Edwin T., Jr. 1979. “Changing Patterns in Two-Year-College Admissions Offices.”College Board Review: (Win) 26–29.Google Scholar
  35. Portugal, Joel B. 1979. “Lessons College Can Learn from Busines.”American School and University (Sep) 76–79.Google Scholar
  36. Silber, John R. 1980. “Marketing Higher Education: The Survival Value of Integrity.”Journal of the National Association of College Admissions Counselors (May) 6–9.Google Scholar
  37. Stear, Connie. 1977. “A University Measures the Effects of Its Advertising.”Journal of the National Association of College Admissions Counselors (July) 7–9.Google Scholar
  38. Turner, William H. 1978. “Courting the Prospective Student.”New Directions for Higher Education: No. 21 (Marketing Higher Education) 23–35.Google Scholar
  39. Vaccaro, John. 1979. “Marketing on the College Campus: Underdeveloped or Oversold?”College Board Deview. (Fall) 18–23.Google Scholar
  40. Van Luchene, Stephen R, 1980. “Enough of Marketing: Defend the High Ground”College Board Review (Spr) 28–30.Google Scholar
  41. West, A.S. 1974. “Selling: A Threat to Postsecondary Education.”College and University. (Sum) 342–344.Google Scholar
  42. Wolf, Jack S. 1973. “Marketing Admissions. Using Modern Techniques in Student Recruiting.”College Board Review (Win) 23–24.Google Scholar

Copyright information

© Academy of Marketing Science 1983

Authors and Affiliations

  • John A. Bradford
    • 1
  1. 1.Department of SociologyKent State UniversityKentUSA

Personalised recommendations