Marketing and non-marketing materials sent by American Colleges and Universities

Journal of the Academy of Marketing Science · 1983 · Volume 11 · Issue 1

Abstract

This report discusses educational marketing materials used by admissions offices in a random sample of 858 American colleges and universities. Information requested and received by a potential student is described and classified as marketing or non-marketing. This paper shows why four-year institutions and those offering higher degrees are significantly more likely than two-year colleges to use marketing materials in their responses to prospective students. The value of these findings for admissions offices and marketing specialists are presented.

Keywords

Marketing, College Admission, Prospective Student, Class Schedule, Marketing Material

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