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Research Article
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Using data to optimize community college marketing
Article first published online: 23 APR 2012
DOI: 10.1002/ir.20006
Copyright © 2012 Wiley Periodicals, Inc., A Wiley Company
Issue
New Directions for Institutional Research
Special Issue: Data Use in the Community College
Volume 2012, Issue 153, pages 49–62, Spring 2012
Additional Information
How to Cite
Clagett, C. A. (2012), Using data to optimize community college marketing. New Directions for Institutional Research, 2012: 49–62. doi: 10.1002/ir.20006
Publication History
- Issue published online: 23 APR 2012
- Article first published online: 23 APR 2012
- Abstract
- References
- Cited By
Abstract
Marketing is an essential component of an effective enrollment management plan. The broad mission of a comprehensive community college requires multiple, targeted communications campaigns. Institutional research can contribute to marketing success at all phases of decision making.