Marketing University Outreach Programs

by Foster; Ralph S

• ISBN13: 9781560246107
• ISBN10: 1560246103
• Edition: 1st
• Format: Hardcover
• Copyright: 1995-03-03
• Publisher: Routledge

Summary

Seventeen contributors describe the marketing strategies of successful programs used to extend the resources of a university to the public through extension, public service, and continuing education programs. This book helps professionals in these fields, as well as other educators, to understand marketing as a process which is very similar to familiar models of educational program design and delivery used in university extension.

Table of Contents

Preface
Introduction	p. 1
Marketing and University Outreach: Parallel Processes	p. 3
Segmenting and Targeting the Organizational Market	p. 23
A Societal Marketing Orientation for University Extension	p. 45
Program Delivery: From Face-to-Face to Distance Learning	p. 63
Customers, Costs, and Context: An Integrated Approach to Funding University Outreach Programs and Services	p. 91
Developing a Comprehensive Promotional Plan	p. 115
Whoa! Timeout! - Somebody Out There Is Sending Us a Message	p. 139
Linking Marketing to Strategic Long-Range Planning	p. 149
The Role of Marketing Research and Decision Systems in the Marketing Process	p. 167
Marketing Information Sources for Outreach Professionals	p. 191
Model Programs in University Outreach	p. 213
Future Trends in University Extension	p. 253
Index	p. 265
Table of Contents provided by Blackwell. All Rights Reserved.