Date Approved


Embargo Period


Document Type


Degree Name

M.A. in Public Relations


Public Relations & Advertising


College of Communication & Creative Arts

First Advisor

Litwin, M. Larry


Universities and colleges--Marketing; Universities and colleges--Public relations


Public Relations and Advertising


The purpose of this study was to determine the status of marketing planning at colleges and universities, and if it helps with recruitment, retention and enrollment.

This study also examined whether marketing planning helps institutions create, guide and coordinate marketing efforts.

The first phase of the research for this study consisted of related findings reviews, in-depth interviews with non-profit, education specific marketing firms, as well as marketing professionals at institutions of higher learning. Next, primary research involved a fourteen item self-administered questionnaire electronically mailed to selected four-year colleges and universities in Northeast/Southeast/Central Pennsylvania and New Jersey. The questionnaire asked respondents general demographic and economic information, staffing and budget allocations, as well as marketing impact outcomes.

Findings revealed that the majority of institutions surveyed believed marketing planning practices would improve the success of their marketing efforts. In addition, many responsible for university or college marketing said they are not sure what to realistically expect from marketing planning, nevertheless, the majority of respondents reveal they have a plan, or are working on developing one.