Study of Marketing Practices of Continuing Educators
Knickerbocker, Milan Francis
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https://hdl.handle.net/2142/68829
Description
Title
Study of Marketing Practices of Continuing Educators
Author(s)
Knickerbocker, Milan Francis
Issue Date
1982
Department of Study
Education
Discipline
Education
Degree Granting Institution
University of Illinois at Urbana-Champaign
Degree Name
Educat.D.
Degree Level
Dissertation
Keyword(s)
Education, Adult and Continuing
Abstract
The purpose of this study was to expand existing knowledge about marketing practices which represent policy decisions by continuing educators. Subproblems of the study were to identify, analyze, and describe the associations between the type, location, and size of the administrator's universities and various indicators of: (1) program practices, (2) participant identification practices, (3) pricing practices, (4) promotion practices, and (5) place practices.
Questionnaires were mailed to 208 chief administrators of continuing education units at public and private universities, who are members of the National University Continuing Education Association. The instrument was divided into five sections with 15 questions having a total of 85 separate items for analyses. The statistic used to measure the associations between the sets of data was the Chi Square Test of Significance set at the .05 level.
A data-producing sample of 67 per cent revealed the following: (1) The greatest number of differences exist among the administrators classified according to type of institution. (2) The second greatest number of differences exist among the administrators classified according to size of institution. (3) Few differences exist among the administrators classified according to location of institution. (4) No differences exist among the administrators classified according to type, location, and size of institution for the indicators of pricing practices. (5) As a group, non credit on-campus programs were reported as being the most frequently offered, introduced, and eliminated category of continuing professional programs. (6) As a group, the administrators reported extensive use of demographics and past participation as methods of classifying and identifying professional participants for potential enrollment. (7) Program length and cost to the participants were the major factors for determining the price for programs. (8) Program costs to the units was cited as the major factor when setting the price for programs. (9) The administrators reported using direct mail, posters/handouts/flyers, and newspapers as the preferred PAID promotional methods. (10) The administrators reported using word-of-mouth, personal visits/presentations, and newspapers as the preferred NON-PAID promotional methods. (11) The most widely reported use of locations were: motels/hotels, business/industrial sites, and public/private schools. (12) The least reported use of locations were: military installations, religious facilities, and volunteer agencies.
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