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• W44389417 abstract "Academia has traditionally avoided adopting the fast-paced, profitoriented operational style that accompanies corporate culture. However, a business model can be successfully adapted to the unique needs of an academic institution, discipline, faculty, and students through the selective adoption of business principles. A classic marketing mix theory was used with other basic marketing principles to promote an academic support area that struggled to convince students to voluntarily use their services. An adaptation of this model is presented along with the methodology that was used to develop it. Science tutoring at our institution operated in two separate areas of our campus 15 years ago. One operation was at an “Academic Support Center,” which was responsible for all tutoring at the university; it was located in the middle of the campus and reported to the administrative division. The other area was a grant-funded Anatomy and Physiology tutoring program, which was focused on serving minority-based constituents; it was located in a science laboratory and directed by a faculty member who reported to the academic division. Concerns relating to relatively low numbers of science students seeking support, relatively high failure rates of all students in science courses (grades D and below), and funding prompted an administrative decision to restructure academic support for the sciences. Structurally, we focused on the results of two reports: Richard Light’s Harvard Assessment Reports (1990, 1992) that extensively discussed the benefits of Study Groups, and the recommendations of the American Society for the Advancement of Science (Matyas & Malcolm, 1991) that issued a call for more research in the use of study groups in science and mathematics. Once these study groups were established as our academic foundation, we focused our efforts on the more corporate-centered goal of convincing as many students as possible to For further information contact: Donna Potacco | College of Science and Health | William Paterson University | 300 Pompton Turnpike | Wayne, NJ 07405 | PotaccoD@wpunj.edu 0 | TLAR, Volume 1 , Number utilize our program — or increasing sales. The methodology we chose to use for restructuring was based on a Marketing Mix model also known as the 4Ps: Product, Promotion, Place and Price (McCarthy, 1960). This model, which is used by businesses to influence demand and satisfy consumers, involves the methodical selection and control of numerous Marketing Mix variables. For example, “Promotion” decisions include the selection of advertising and sales strategies that will best appeal to the consumer. In academia, this might be flyers, manuals, brochures, displays, etc. The adaptation of these business principles to the unique needs of our institution resulted in the development of a highly successful science learning assistance center. Academic Methodology based on the Marketing Process" @default.
• W44389417 created "2016-06-24" @default.
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• W44389417 date "2007-01-01" @default.
• W44389417 modified "2023-09-24" @default.
• W44389417 title "The Business of Academic Support." @default.
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