4
Overview of Key Findings
·
Deans are the people who are first most likely to develop the profile of the
ideal incoming class.
·
Both deans and presidents report that the dean and the marketing director
plan the marketing programs to reach prospective graduate students for the
institution.
·
The dean is mentioned by most presidents and deans as the final decision-
maker in marketing decisions for promoting the graduate programs. Thirty-two
percent of presidents interviewed think of themselves as the final decision-
makers in marketing decisions for promoting graduate programs. They
usually make the decision based on a general outline of the promotion plan.
·
The presidents and the deans find out about marketing tools that they may
want to use for outreach for graduate programs mainly through word of mouth
and direct mail.
·
Newspaper advertising, other Web sites, and the schoolÕs Web sites are
generally the marketing forms used by institutions to reach their ideal mix of
prospective incoming graduate students.
·
Increased numbers of inquiries for their programs is the most important
way in which the presidents and the deans measure the success of their
marketing programs.
·
Quality of instruction, availability of specific programs, and strength of
reputation are considered to be the major factors that attract students to their
programs, according to both deans and presidents.
·
The opinions expressed by the presidents and the deans about
PetersonÕs are mostly positive
.
They know that Peterson s has been around
for a long time, has a good reputation, and has a prominent name. Most of
them know that Peterson s is a company that gathers information about
colleges and universities and then compiles it into books and on the Web.
