Marketing Community College Programs A) Term Paper

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Price -- The community college's evening program should market its product to the target audience by giving discounts to recently laid-off workers and to those whose return to formal education is necessitated by circumstances attributable to the current economic recession.

Place -- The community college's evening program should include distance-learning (or virtual learning) opportunities in addition to traditional, on-

site classroom formats. In addition to lowering overhead costs whose savings can be passed along to customers within the framework of the Price elements, they also increase the flexibility of the programs to allow more potential customers to fit education into their busy lives.

Promotion -- The community college's evening program should be promoted most aggressively through online media, especially those linked to Internet job-search websites. That is because the Internet is fast becoming the primary way that people look for jobs.

C) What environmental factors (uncontrollable variables) must the college in part A consider in designing its marketing program?

The most immediate environmental factors that the community college should consider in designing its marketing program may be the changing nature of the specific types of educational programs most in demand, particularly in part-time, evening programs.

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Specifically, the target audience is probably much more interested in short-term programs that lead directly to immediate vocational opportunities than in longer-term traditional courses of study that lead to traditional associates or bachelors degrees. Therefore, its marketing program should emphasize the availability of short courses of study that enable students to seek specific types of employment after completing their studies......

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