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Selected Works of Oscar T McKnight Ph.D.
Article
RETRENCHMENT IN HIGHER EDUCATION: PUBLIC PERCEPTIONS AND MARKETING IMPLICATIONS
MARKETING MANAGEMENT ASSOCIATION SPRING 2014 PROCEEDINGS (2015)
  • Oscar T McKnight, Ashland University
  • Ronald Paugh, Ashland University
  • Jamie Waltz, Ashland University
  • Jordan McKnight, University of Akron Main Campus
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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/