Maintaining and Enhancing a College or University Image. AIR Forum 1982 Paper.

The use of marketing concepts to maintain and enhance the image of a university is considered. Over all, what is needed is a system for image assessment to provide a basis for image development. Without this system and its information outputs, misconceptions can enter the policy-making process at critical junctures, and the life of the institution can be adversely affected. Developing the necessary information requires data on outsiders' views of faculty, curriculum, teaching quality, and the cost of attending college. Much of these data can be derived from current students, alumni, and those in the surrounding local community. With these data, a marketing action program can be developed. From these programs, top academic administrators can take the necessary steps to maintain and enhance the institution's image. A number of issues center on the faculty's image. It needs to be determined if the faculty, as a whole, is perceived as current by the institution's publics. A second potential key issue is the nature of the faculty's professional activities. Curriculum needs to be perceived as being reasonably modern in order to support a desirable image for any vital institution. The quality of teaching is another important area of concern. It is concluded that since faculty activity appears to be a critical area, research programs need to determine the extent to which faculty achievements and activities are being highlighted. It is also important to monitor the attitude of current student attitudes about the institution. In a similar manner, alumni need to be questioned about their image perceptions. Target groups within the community include parents and employers. (SW)