Centralization and Coordination: Volume 1

Author: Primary Research Group

Source: The Survey of College Marketing Programs, 1998 , pp. 73-76(4)

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Abstract:

The Survey of College Marketing Programs addresses a broad range of concerns related to the advertising and marketing of colleges and universities throughout the United States and Canada. The three volumes address management practices, print advertising and marketing, electronic advertising and marketing, and more. Based on a survey of 68 college marketing programs, the study contains hundreds of tables of data, presented by type of control of the college (public/private), level of the college (two-year/four-year), number of students enrolled, number of new students enrolled, and sometimes even the average SAT score of the students.

Chapter focuses on centralization and coordination including the percentage of colleges that have a full-time director of marketing, colleges with decentralized marketing efforts, and colleges that indicate individual departments within the colleges with separate marketing apparatuses that use the same designers and printers to produce their promotional materials.

Keywords: decentralized marketing efforts

Language: English

Document Type: Research article

Affiliations: 1: Primary Research Group, Inc.

Publication date: 1998-01-01