Peterson's presidents deans Page 3
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Objectives and Methodology
The objectives of this research were to determine how deans and presidents
target and pursue potential graduate students; to identify whether deans or
presidents (or both) make decisions regarding media strategy, budget planning
and media purchases that promote an institution s graduate programs; and to
determine the nature of the influence deans and presidents exert on the process
of marketing a school s graduate programs. The information will be used by
Sawtooth to construct some advertising strategies to promote Peterson s
services. The findings can also be used to develop sales plans and tools.
The survey contained the following questions:
·
Who develops the profile of the ideal incoming class?
·
Who plans the marketing programs to reach prospective graduate students?
·
Who is the final decision-maker in marketing decisions for promoting the
graduate programs?
·
What forms of marketing do the institutions use?
·
What do the presidents and the deans think about the services provided by
Peterson s and its competitors?
To meet this objective, Peterson s commissioned an outside agency to conduct
58 fifteen-minute telephone surveys. Twenty-nine interviews were completed with
university presidents and 29 with graduate school deans.
The presidents and the deans will receive a copy of the major findings as
compensation for their insights and their time.
