Marketing Strategies of the American Association of Bible Colleges Directed Toward Students with Nonreligious Vocational Goal

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The primary purpose of this study was to determine the marketing strategies for attracting students who have nonreligious vocational goals (NRVG) that are employed by Bible colleges that are either accredited or candidates for accreditation of the American Association of Bible Colleges (AABC). Primary subpurposes were to determine the AABC's interest in marketing themselves.to NRVG; practice of educational marketing strategies toward NRVG; career planning programs and placement services available to NRVG; approaching employers with placement services for NRVG; making available seminars, placement services, and alumni networking for NRVG; and difference in marketing to NRVG according to a colleges' denomination, size, … continued below

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x, 267 leaves

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Kane, Michael J. (Michael James), 1953- May 1990.

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  • Kane, Michael J. (Michael James), 1953-

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The primary purpose of this study was to determine the marketing strategies for attracting students who have nonreligious vocational goals (NRVG) that are employed by Bible colleges that are either accredited or candidates for accreditation of the American Association of Bible Colleges (AABC). Primary subpurposes were to determine the AABC's interest in marketing themselves.to NRVG; practice of educational marketing strategies toward NRVG; career planning programs and placement services available to NRVG; approaching employers with placement services for NRVG; making available seminars, placement services, and alumni networking for NRVG; and difference in marketing to NRVG according to a colleges' denomination, size, three year growth pattern, and estimated percentage of NRVG. An overview of the literature pertaining to educational marketing and marketing for a liberal arts education was given. The population chosen for this study was the accredited (87) and candidate for accreditation (15) Bible colleges of the AABC (102). Eighty (78.4%) colleges actually responded. The design of this study was survey research using a mailed questionnaire as the principal source of data collection. The statistics utilized were parametric (e.g., one-way analysis of variance and t test) and nonparametric (e.g., chi square). The results of the study indicated that AABC colleges were interested in marketing themselves to students with NRVG. Many of the colleges practiced common educational marketing strategies, but much more could be done. AABC colleges offered a number of effective career Planning programs and placement services, but failed to offer several strategic programs. The Colleges have approached employers in order to place students, but not to the extent they could. AABC colleges have not served or involved their alumni to the extent they could. The marketing strategies of the AABC did not significantly differ based on a college's denomination, size, three year growth pattern, and estimated percentage of students with NRVG. However, each of the four sets did have significant results.

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  • May 1990

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  • Aug. 22, 2014, 6 p.m.

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  • May 24, 2016, 1:52 p.m.

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Kane, Michael J. (Michael James), 1953-. Marketing Strategies of the American Association of Bible Colleges Directed Toward Students with Nonreligious Vocational Goal, dissertation, May 1990; Denton, Texas. (https://digital.library.unt.edu/ark:/67531/metadc331871/: accessed May 26, 2024), University of North Texas Libraries, UNT Digital Library, https://digital.library.unt.edu; .

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