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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 rea ...