A Longitudinal Study of Changes in Marketing Practices at Private Christian Colleges

Brian A. Vander Schee

11 citations0/0 files storedJournal of Marketing for HIGHER EDUCATION

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Marketing and Advertising Strategies Higher Education Governance and Development Higher Education Research Studies

Abstract

This article presents the results of a longitudinal study investigating current marketing practices at selected church-related, private, four-year compared to those in place in 1997. The role that institutional selectivity plays in the use of marketing activities was also investigated. The researcher surveyed the admissions directors or enrollment management officers at all U.S. institutional members of the Council for Christian Colleges and Universities. Implications for marketers in higher education as well as recommendations for future research are also discussed.

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1995Strategic Marketing for Educational Institutions 1987Strategic Marketing for Educational Institutions 2007Marketing introduction 1990The strategic management of college enrollments 2006Marketing - An Introduction 2003Multiple Roles of Adult Learners 1978Marketing Universities: A Survey of Student Recruitment Activities.2002The Current State of Marketing Activity Among Higher Education Institutions

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