Abstract
An understanding of the views of general education within higher education can have a substantial impact on the marketing of an institution. The results from an explroatory study of 262 alumni of a comprehensive university in the midwest show fairly strong support for general education and the associated objectives of such a program. Some differences do exist between alumni of the different colleges (e.g., business and social sciences), sex, and period of graduation. This paper discusses the implications of these findings for effective recruitment, public relations and academic planning within higher education.
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