Marketing Small-College Continuing Education |
| |
| Abstract: | Crystal Lake, a small liberal arts college, decides to establish a Division of Continuing Education and to use marketing theory and practice to guide its efforts. Crystal Lake officials are concerned about enrollment in the coming years as declines in 18-24 year-olds become more severe. They also decided to use the lessons learned in marketing continuing education to re-package and re-market the entire institution. A marketing team was formed and served as a point unit for the total effort. The team was influenced by the writings of Larry Litten, Philip Kotler and Robert Topor. They decided to follow the theories expounded by Topor as regards the packaging and marketing of the new division and as regards the re-packaging and re-marketing of the entire institution. The efforts of Crystal Lake are successful. The division has been established and has become a self-generating unit. A small annual operating surplus is being generated. This money is being invested as a quasi-endowment to help Crystal Lake through the "crunch years" when 19-24 year-olds are scarce and older students will have moved out of the high-participation years for older college students. |
| |
| Keywords: | |
|
|
