New Directions for Adult and Continuing Education volume 2004, issue 103, P51-60 2004 DOI: 10.1002/ace.148 View full text
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Joann A. Brown

Abstract: Marketing is a strategic, ongoing, interactive process; we listen to the "market"-our students-and then speak to them with messages and products suited to their needs and their dreams. This chapter describes marketing strategies for recruiting and retaining adult degree students, with frequent references to underlying principles of market research, marketing planning, outreach, and promotion.Three interrelated factors create the contemporary landscape we navigate as we develop marketing strategies: evolving t…

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