Wanting2know --
The top challenges for community colleges depend on the perspectives
of those viewing the issue. And you've cited some of the common
issues: targeting students; funding; relationships with the business
community.
Here are some perspectives from a variety of sources:
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The Stanley Foundation and the American Council on International
Intercultural Education (ACIIE) in a 1996 study focused on
international issues said:
? community colleges need to educated governmental agencies about
strengths in international arenas.
? Funding must continue to be pursued.
? Unique capabilities need be promoted to legislators who provide the funding.
? Faculty travel overseas needs be justified.
? And community colleges participation in leading edge technology
needs be communicated.
The Stanley Foundation
"Educating for the Global Community" (Nov. 15-17, 1996)
http://reports.stanleyfoundation.org/CC2.pdf
---
A report done two years ago also focused on international issues for
two-year institutions. This report cites several different
researchers, but concludes that:
* private schools, especially for-profit schools, do a better job of
focusing on hands-on learning; real-world experience; and more intense
career service support.
* private schools marketing provides a stronger feedback loop on what
students and employers are seeking than is the case for community
colleges.
* at least one college believes that entrepreneurial skills need be
integrated into all curriculum so that students have a depth of
understanding of marketing themselves.
Regional Technology Strategies
"An International Dialogue on Community Colleges in a Changing World"
(Jan. 8-9, 2002)
http://www.rtsinc.org/publications/Caseyfinal.pdf
---
It may help to understand college funding, as most community colleges
are dependent on allocations from state or local budgets
Education Commission of the States
"State Funding for Community Colleges: a 50-State Survey" (November, 2000)
http://www.communitycollegepolicy.org/pdf/CC%20Finance%20Survey.pdf
---
Smith Weaver Smith, a change management consulting firm, treats
marketing objectives for reaching students. In its summary of this
symposium, with representatives of six different community colleges,
it says that too often "promotion" is confused with marketing. These
participants recommended a formal marketing plan and said that schools
should focus on:
"1. selecting courses that fulfill a learning or training need;
2) selecting a week day and time of day which is convenient for the student;
3) making sure that necessary support services are in place to support
successful student entry and exit. "
Smith Weaver Smith
"Notes from Association/STTACC Joint Conference" (July 26-28, 1999)
http://www.smithweaversmith.com/notes4.htm#_Toc458851484
---
Mount Royal College in Canada has a detailed report on a challenge
that has faced two-year and four-year schools -- electronic learning,
also referred to as e-learning. The issues are many in using computer
technology:
? attracting 'distance' learners
? e-business in the curriculum
? obsolescence rates for technology
? educating faculty on the use of computer tools available
The good news is that this is s detailed report that treats all of
those issues. Mount Royal started the process in 1996 and has already
completed the first phase. This document covers phase II in detail --
and even outlines what comes in phase III:
Mount Royal College
Technology Integration Plan -- TIP II (June 9, 2002)
http://intranet.mtroyal.ca/TIP_II.pdf
---
An article by Sally Johnson and Stephen Tilsen treats the
distance-learning/technology aspects of creating a program at Western
Governors' University in detail in this 1997 article, originally
published in the journal, "New Directions for Community Colleges"
State Higher Education Executive Officers
"Implications of a virtual university for community colleges" (Johnson
& Tilsen, Fall 1997)
http://www.sheeo.org/VU/lit/Implications.doc
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Sandra Golden runs a consulting company in Cleveland, OH specializing
in marketing issues for community colleges. She has an interesting
set of resources on schools and marketing issues:
Sandra Golden & Associates
Resources
http://www.sandragolden.com/resources.html
In a keynote address for the National Council for Marketing and Public
Relations (NCMPR), a group that serves community and technical
colleges, Golden outlines that major changes or issues for community
colleges:
? most jobs being created require post-high school education but not
necessarily a bachelor's degree
? 75% of the workforce will require retraining due to technology changes
? the adult student market continues to grow
? young students expect the presence of computer technology
? Hispanic and other "minorities" are growing fast enough to be the
majority in some communities
Golden recommends doing 3 things:
? using technology for everything from intramural communications to registration
? creating alternate delivery systems to eliminate barriers to education
? showing benefits and outcomes from real students
---
NCMPR's web page is not particularly rich in content but you may find
it useful for resources or further research:
NCMPR Home Page
http://ncmpr.org/
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Some other leading publications that track higher education as a
business and could be useful to you are:
University Business Magazine
http://www.universitybusiness.com/
College Planning & Management:
http://www.peterli.com/cpm/
Chronicle of Higher Education (it's the Bible of higher education):
http://www.chronicle.com
New Directions for Community Colleges:
http://www.gseis.ucla.edu/ERIC/ndcc.html
---
Google search strategy:
"marketing community colleges"
"community college funding"
"community colleges" + issues
This may not be in the top 10 marketing issues, but is indicative of
the problems that educational institutions can have in understanding
marketing of their own services, as many of the observers above have
noted:
Google Answers
"Help in Marketing Our School's Computer Department" (Omnivorous, Dec. 10, 2002)
http://answers.google.com/answers/threadview?id=122550
Best regards,
Omnivorous-GA |
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