Montecito State College - Division of Extension Studies

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EXECUTIVE SUMMARY
The Division of Extension Studies at Montecito State College specializes in offering degree, non-degree, and continuing education courses to non-traditional students during later afternoon, evening, and weekend hours. Degree courses are offered at both the main campus and four satellite campus throughout the metropolitan area. The division has been experiencing declining enrollment over the past few years and its dean has been charged with improving the division’s enrollment. Findings

Based on our analysis, the following key factors were recognized: •Based on the SWOT analyses, the most flagrant area of opportunity for the college is related to its inefficient marketing plan. •The segmentation analysis revealed that there is growth potential in graduate level courses and continuing education courses. It was also discovered that there are no satellite campus located within Wendell and Santa Rosa counties. These deficiencies create great opportunities to grow the division. •The courses offered at through the Continuing education and Extension Studies fall into the late growth stage of the Product Life Cycle with the courses qualifying as a either a Cash Cow (Montecito Main Campus), Question Mark (North Sherman and Sherman City), and Dogs (Puget and San Lucas) on the BCG Growth-Share Matrix. The market potential to grow is tremendous and the college has various options to grow its market which includes market penetration, new product development, diversification, and new market development strategies.

Recommendation
Our analysis led us to three alternatives which include reallocating budget funds from print advertisement to radio and television advertisement, targeting local businesses to expand and grow our continuing education offerings, and cross marketing to degree seeking students already enrolled in the day division. Based on this analysis, we recommend that Montecito differentiate itself from its competition by providing a marketing mix based on an effective pricing strategy, modified distribution channels, and the capitalization of its community relations in order to ultimately reach its goals of developing the Division of Extension Studies program and increasing total college enrollment. These objectives will be carried out within the next year and continuously revaluated for improvements.

INTRODUCTION
Montecito State College (MSC), located in Sherman, JF, was established in 1952 as a result of the merger between Montecito Polytechnic College and Sherman Teachers’ College. MSC is located in Montecito in the suburbs of the large western city of Sherman. In 1982-83, the college enrolled 6,200 students in the day division, 2,950 in Extension Studies, and 1,100 in the graduate school. MSC’s undergraduate program offers courses in technical and business related subjects, education, and the liberal arts. The graduate school offers Masters in Arts, Sciences and Education. MSC has a good regional reputation for its programs in education, management, hotel administration, and psychology. The extension studies program consists of a wide range of courses that includes undergraduate, graduate and continuing education programs. The division also subsidizes a range of continuing education programs, which are primarily focused towards the working professionals and are offered late afternoon, weekday evenings and Saturday morning hours. The extension program offers courses at six satellite campuses. These courses are offered in high school facilities in Sherman City and the suburban towns of North Sherman, San Lucas and Puget. MSC is exploring different methods to increase enrollment in its extension and continuing education programs. MSC offers a wide variety of courses with asymmetrical quality in the midst of offerings. Most of the professors are either part time or adjunct; Competition from other educational institutions is strong and enrollment for degree courses has dropped...
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