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Related Experiment Videos

Marketing continuing education: a staff process.

B J Hays, S G Streitwieser, M L Rennels

    Mobius
    |June 9, 1986
    PubMed
    Summary

    Limited funding for marketing continuing education programs led one institution to form a staff steering committee. This approach effectively coordinated and expanded marketing efforts, demonstrating the benefits of internal collaboration for resource optimization.

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    Area of Science:

    • Higher Education Administration
    • Marketing Strategy
    • Continuing Education

    Background:

    • State higher education institutions face pressure to maximize financial resources.
    • Effective marketing is crucial for the success of continuing education programs.
    • Budgetary constraints often limit dedicated marketing personnel.

    Purpose of the Study:

    • To describe the development of a staff-led marketing strategy for continuing education.
    • To identify the benefits of involving staff in marketing activities.
    • To provide a model for other continuing education operations with limited marketing budgets.

    Main Methods:

    • Formation of a steering committee comprising interested staff members.
    • Coordination and expansion of marketing efforts through committee involvement.
    • Descriptive analysis of the evolution of staff participation in marketing.

    Main Results:

    • Staff involvement provided a cost-effective solution to marketing challenges.
    • The steering committee successfully coordinated and expanded marketing initiatives.
    • Increased staff engagement led to improved marketing outcomes for continuing education.

    Conclusions:

    • A collaborative, staff-driven marketing approach can be highly effective for continuing education.
    • Leveraging internal expertise and interest is a viable strategy when external hiring is not feasible.
    • This model offers a sustainable method for enhancing marketing efforts in resource-constrained academic settings.

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