Article
RETRENCHMENT IN HIGHER EDUCATION: PUBLIC PERCEPTIONS AND MARKETING IMPLICATIONS
MARKETING MANAGEMENT ASSOCIATION SPRING 2014 PROCEEDINGS
(2015)
Abstract
Many institutions in higher education are actively engaged in the retrenchment process; that is, eliminating, redacting or restructuring administrators, staff, faculty, programs and services in order to achieve financial stability. This research examined public perceptions of retrenchment by conducting a series of modified Delphi groups. Results suggest a public awareness and belief that retrenchment will not impact academic or experiential quality. Presented is REDUCE – a retrenchment strategy and process for university administrators and marketing professionals.
Keywords
- Oscar McKnight,
- Jordan McKnight,
- Ronald Paugh,
- Jamie Waltz,
- Ashland University,
- University of Akron,
- Marketing,
- Segmentation,
- Recruitment and Retention,
- Recruitment,
- Retention,
- Delphi groups,
- REDUCE strategy,
- higher education marketing,
- higher education marketing
Disciplines
Publication Date
Spring March 26, 2015
Citation Information
Oscar T McKnight, Ronald Paugh, Jamie Waltz and Jordan McKnight. "RETRENCHMENT IN HIGHER EDUCATION: PUBLIC PERCEPTIONS AND MARKETING IMPLICATIONS" MARKETING MANAGEMENT ASSOCIATION SPRING 2014 PROCEEDINGS (2015) Available at: http://works.bepress.com/oscar_mcknight/57/