Marketing's Broadening Concept Is Real in University Extension

Abstract

Educators are expressing a need for adult and continuing education professionals to develop marketing skills within their own staff or to seek the aid of professional marketers in the man agement, organization, and dissemination of information about their programs. This study offers empirical evidence to continuing and adult education administrators and marketers alike that exten sion service units perform marketing-like activities in carrying out their service mission. A survey questionnaire was administered to member institutions of the National Association of State Univer sities and Land-Grant Colleges (NASULGC) yielding 90 usable questionnaires. A variety of marketing variables is discussed along with their importance to the extension service function of the insti tution. The need for the marketing function to be fully understood and practiced by extension administrators in order to effectively manage transactions in the extension environment is discussed.