Peterson's presidents deans Page 21
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5. Who is the final decision marker in marketing decisions for promoting your graduate programs?
Total
President
Dean
President
26.25%
39.10%
13.40%
Dean
55.50%
35.40%
75.60%
Marketing director
15.45%
13.70%
17.20%
Committee
1.80%
3.60%
0.00%
Admissions office
8.80%
17.60%
0.00%
6.(If President named in Q5) Please describe the nature of the decision-making... Is it for
President
Budget decision
63.00%
Actual selection of advertising venues
88.00%
General outline of plan
100.00%
Other
25.00%
7. What forms of marketing do you use to reach your ideal mix of prospective incoming graduate
students?
Total
President
Dean
School's Web site
43.70%
32.10%
55.30%
Graduate program's Web sites
10.50%
10.70%
10.30%
Other Web sites (which ones?
50.15%
3.60%
96.70%
Newspaper advertising
55.90%
53.60%
58.20%
Magazine advertising
19.30%
17.90%
20.70%
Advertising in graduate school guides
20.55%
17.30%
23.80%
Television advertising
12.15%
17.90%
6.40%
Radio advertising
28.20%
35.70%
20.70%
Alumni efforts
12.25%
10.70%
13.80%
Outreach through corporations
5.25%
7.10%
3.40%
brochures, pamphlets, and catalogs
17.50%
14.00%
21.00%
on campus visits
11.50%
10.00%
3.00%
career days
5.00%
0.00%
10.00%
conferences, information seminars, and speeches
10.50%
7.00%
14.00%
direct mail
31.00%
31.00%
31.00%
open houses at school
3.00%
3.00%
3.00%
direct phone calls
3.00%
3.00%
3.00%
e mail
5.00%
7.00%
3.00%
college fairs
3.00%
3.00%
3.00%
word of mouth
8.50%
17.00%
0.00%
8. How do you find out about marketing tools you may want to use for outreach for your graduate
program(s)?
Total
President
Dean
Dean
27.55%
38.10%
17.00%
Outside Agency
10.45%
7.00%
13.90%
Other Staff
26.10%
31.30%
20.90%
Direct Mail
27.60%
17.70%
37.50%
email
15.60%
21.30%
9.90%
Professional organizations
22.50%
20.70%
24.30%
Telemarketing/sales call
5.25%
3.60%
6.90%
In person sales pitch
3.45%
0.00%
6.90%
