Administering the adult and continuing education programme in a free market economy: the use of strategic marketing planning

Abstract

Describes a free market economy as a competitive, self‐regulating market. In this environment, marketing becomes a powerful instrument for matching products and services to people′s needs. The competitive nature of the market necessitates a continuous exploration of changes in people′s needs and a constant adaptation of the organization and its output to these changes. The success of this adaptation enhances product or service quality and ensures institutional survival. Explains that adult and continuing education can become more effective by adopting marketing strategies, and provides important marketing strategies that may be found relevant in the administration of adult and continuing education programmes under a free market economy.

Citation

Michael, S.O., Hamilton, A. and Dorsey, M.R. (1995), "Administering the adult and continuing education programme in a free market economy: the use of strategic marketing planning", International Journal of Educational Management, Vol. 9 No. 6, pp. 22-31. https://doi.org/10.1108/09513549510098371