The Influence of College President Perceptions on Organizational Commitment to Higher Education Marketing: An Exploratory Analysis of High-Performing California Community Colleges

Autor/in	Hall, Zachary M.
Titel	The Influence of College President Perceptions on Organizational Commitment to Higher Education Marketing: An Exploratory Analysis of High-Performing California Community Colleges
Quelle	In: College and University, 84 (2008) 1, S.20-29 (11 Seiten) PDF als Volltext Verfügbarkeit
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	0010-0889
Schlagwörter	Higher Education; Community Colleges; Budgets; Marketing; Master Plans; College Presidents; Student Recruitment; Educational Finance; School Funds; College Administration; Administrator Attitudes; California + Suchen Sie Ihr Suchwort? Hochschulbildung; Hochschulsystem; Hochschulwesen; Community college; Community College; Finanzhaushalt; Produktionsplanung und -steuerung; College president; Hochschulpräsident; Bildungsfonds; College administrators; Hochschulverwaltung; Kalifornien
Abstract	Change, competition, and its consequences are particularly salient for California's community colleges. At its peak in 2002, California's community college system educated more than 2.5 million students annually. Nevertheless, California's community colleges receive the smallest proportion of the state education budget while enrolling nearly three times more students than the California State University (CSU) and University of California (UC) systems combined. Now, due to funding imbalance, California community colleges' enrollments are slipping. The state's taxpayers and students cannot afford to see the system fail because the colleges play a vital role in California's "education master plan" as the gateway for higher and vocational education. Marketing and education scholars have laid the groundwork for understanding marketing in higher education, the president's function in effective marketing, and organizational commitment to higher education marketing; however, none of the extant research has focused specifically on California's community colleges. This article is based on a dissertation that was an exploratory examination of how presidential perceptions influence organizational commitment to higher education marketing or high-performing California community colleges. This article provides the background of the study, a discussion of the study's conceptual underpinnings, and the purpose, findings, discussion, implications for practice, conclusions, and limitations of the study. (Contains 2 figures and 2 tables.) (ERIC).
Anmerkungen	American Association of Collegiate Registrars and Admissions Officers (AACRAO). One Dupont Circle NW Suite 520, Washington, DC 20036. Tel: 202-293-9161; Fax: 202-872-8857; e-mail: pubs@aacrao.org; Web site: http://www.aacrao.org/publications/candu/index.cfm
Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2017/4/10