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Setting Marketing GoalsDemand:The
current market determines demand. Adult
education programs in the state currently only serve 5% of under-educated
adults, therefore increasing demand is obviously a priority.
Our research indicates, however, that it is not simply a lack of
motivation that has led to such low participation in adult education. A variety
of competing priorities often impede participation.
The current market should therefore include potential students as well as
those currently attending classes. In
addition, an important market for increasing the demand for adult education are
those individuals who show no interest in adult education (at least at this
time) and yet who respect the value of learning and self-improvement.
While these individuals are not likely students, their impressions of
adult education contribute to “common knowledge” about adult education
programs. Their opinions, good and
bad, may influence the educational decisions of their friends and family.
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