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The business of education: marketing knowledge

 Traditionally in a volatile economy, enrollment in colleges--particularly those offering pragmatic, hard-skill focused degrees such as Information Technologies, Electronics, or Physical Therapy--rises to compensate for few jobs and greater competition. Young students seek practical degrees with direct applicability upon graduation, employees seek to supplement an existing skill set so as to prove more valuable an asset to their corporations, or perhaps layoffs force adults to determine a new career path altogether.

 While the motives for enrollment remain consistent, causation, at least in Albuquerque’s economic circumstances, does not. Indeed, according to Kiplinger’s 2009 list of top cities to land and retain a job, we’ve claimed the proud title of #2. According to Kiplinger.Com, "Although downturns are felt by everyone, our research has shown that the impact is less severe for those in the creative class -- people who are paid to think." The column continues to cite disciplines such as architecture and engineering--those combining hard skills with complex thinking--for the health of a particular economic locale.

Thus the record enrollment at our largest local college, CNM, of 27,800 students comes as little surprise and less a testimony of an unpredictable financial system (since Albuquerque appears to be more insulated according to Kiplinger than the rest of the country) and further a credit to CNM’s success in marketing knowledge itself.

With projections of student enrollment to exceed 28,000 in 2010, CNM might attribute such achievement to its standards of operation as a two-year college: greater affordability, flexible scheduling, a quicker end result, however many colleges offering Associates Degrees claim said standards yet don’t pull the same numbers. Therefore one must credit the school itself, and look beyond the traditional answers to account for their particular success in student appeal and retention.

Of their 28 thousand students, 23 thousand take courses in the School of Communications, Humanities, and Social Sciences (CHSS) with a 91% “fill rate” in which the needs of students are accommodated by classroom size and number of available professors. These statistics for the layperson indicate the capable operations of an educational entity that is in prodigious demand. The remaining 9% accounts for student waitlists for varied disciplines, wherein the sheer numbers seeking English courses is 10 times that of Economics, and 18 times the figure for Communications. Such numbers simply reinforces the principle stated in the preceding article, “Copywriting: the key to corporate communications” that great proficiency in written and spoken language itself is the true foundation of business success.

When queried regarding the distinguishing feature of CNM, Dean of CHSS Richard Borthwick replied, “Our Community College deserves the title because it truly serves the community. We consistently cater to the needs of the student; our teaching philosophy, our resources, and focus clearly reflect that.” Indeed, in polling numerous professors from varied departments, the replies I received were consistent with Borthwick’s prediction. 11 year veteran Professor of Spanish, Rodney Ulibarri aims to teach daily according to his own mission statement—one synchronous with Dean Borthwick’s vision. According to Ulibarri, “I want to promote the language and culture of a vital community that is present in New Mexico, and connect with students where language, a personal aspect, is learned in a nurturing environment.”


GOT NEWS?  Email Amythyst with your PR release or Media alert with "Got News" in the subject line at UVBNCopyrighted@aol.com and you may see your story in an upcoming article!

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By

Albuquerque Business News Examiner

Amythyst Marciano-Vanover PhD. is the CEO/President of Copy*Right Elite Communications, LLC; and also the ABQ Business Columnist for the Examiner....

Comments

  • skyhigh 2 years ago
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    I have tried Reasonable Spread – email marketing software & service and work great!

    It's a good website of professional Email marketing platform.

    I have already used it and maintain good relationship with clients. It's also works for explore new customers.

  • shantelle white 2 years ago
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    Problems in the education system. Low pay for teachers due to the economy. Low income schools teachers have to worry about babysitting more than actually teaching to do little or more parent involvement in the homes. Also no child left behind is frustrating for teachers who have to teach kids at different levels the same material.

  • Rachel S 2 years ago
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    There are many proplems in the education system. There is not enough money to pay the teachers so therefore not enough teachers. Also the no child left behind act is hard on the teachers because then they have to teach all kinds of different level students the samething one way to get all their attention.

  • Susan Greene 2 years ago
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    In the article, “The Business of Education: marketing knowledge”, it lists the health care industry, specifically Physical Therapy as a marketable community upon graduation. The interested individual should thoroughly investigate this field of employment before completion of his education. One of the things to consider is if there is going to be jobs available upon graduation. With the rate of students now pursuing the health care field and with the way the system is defined, the need may not be as critical as it has been in the past. One area that the health care agencies could help both their current employees and those new to the field is to change the hours of operation. Many hospitals, health care facilities and rehabilitation facilities, are set up on two twelve hour shifts a day for their staff. This is physically as well as mentally demanding for those in this field.

  • Crystal 2 years ago
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    Many community colleges are focusing on these specialized degrees & certifications. But it seems that for those other individuals that are seeking to further their education to a BA, MA or PhD in some specific fields there is no compensation once they are finished. Whether it is lack of demand for the position or the pay range does not compensate for hard work and educational level. It makes one feel that is better for a person to get a lower secondary education and have better occupational opportunities then it is to pursue a higher education and not be able to utilize that knowledge and training in the field of their specialty. We are taught throughout our lives to become educated and further our education as much as possible to better our lives. But yet in some fields, once the education is completed there are no jobs that one can utilize that degree in.

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