Are U.S. Colleges and Universities Applying Marketing Techniques Properly and Within the Context of an Overall Marketing Plan?

Abstract

This article analyzes the use and effectiveness of marketing techniques in the higher education environment, concentrating specifically on the lack of consistency in the application of different techniques. Questionnaires were sent to the 2,039 members of the American Association of Collegiate Registrars and Admissions Officers (AA-CRAO). The admissions officers were asked to report the use and perceived effectiveness of the following fifteen marketing techniques: publicity, target marketing, market segmentation, advertising, program development, market positioning, market research, access, marketing plan, pricing, marketing committee, advertising research, consultants, marketing audit, and marketing director. The results clearly indicate an increase in the acceptance, use and perceived effectiveness of the fifteen techniques. However, the data also indicate that many institutions are not consistent in their use of the marketing techniques. For example, many institutions use target marketing without first...