Abstract
The historical and current context locally, nationally and internationally is outlined to locate the research within the wider framework of adult and ‘second chance’ education. The national and local ‘market’ are examined and contrasted to assess effectiveness of access targetting. The general analysis of local data suggests the South east Glamorgan access courses are failing to attract disabled, ethnic minorities and groups D and E but have a surplus of able-bodies, white, female of 25-44 age range C1’s which is consonant with the national picture overall. Different marketing methods, aimed at various segments are assessed for effectiveness, related to other topics such as staff development, resources, objectives and the relationship to input agencies and output institutions or receivers of access students. Basically, where any marketing is attempted, it is often only promotional activities and only haphazardly effective in reaching the avowed target groups. Reasons for the failure of some of the attempts to reach specific target segments are outlined in brief and a framework for approaching marketing of local access in further/higher education is presented. Lastly, trends in provision internationally, nationally and locally are described. The product lifecycle of access locally is related to these trends and associated recommendations outlined.
Published Version
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