アメリカ大学における非伝統型学生の獲得とマーケティング

概要

論文の詳細を見る
As the traditional population of college and university students may be dramatically changing after 1992, the systematic attention to student enrollment is now an important task for most institutions of Japanese higher education. In fact, the number of 18 years old population is going to rapidly decrease from 2.05 million to 1.51 million in the following 10 years. This study was conducted for deriving some implications and lessons from American experiences in higher education, especially marketing and the recruitement of non-traditional students in 1980s. American higher education experienced a dramatic decrease of the traditional higher education student population in early 1980s, and tided over such a critical period by marketing higher education to the non-traditional student population. In this context, applications of Kotler's marketing models such as traditional model, exchange model, adaptive model to American higher education were reviewed and discussed.
放送大学の論文