Original Research

A marketing strategy for a nursing college

M. Pryde, M. Muller
Curationis | Vol 18, No 3 | a1364 | DOI: https://doi.org/10.4102/curationis.v18i3.1364 | © 1995 M. Pryde, M. Muller | This work is licensed under CC Attribution 4.0
Submitted: 28 March 1995 | Published: 28 March 1995

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M. Pryde,, South Africa
M. Muller,, South Africa

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The objective of this study is to explore and describe a marketing strategy for a nursing college. An explorative and descriptive research design, within the context of a nursing college and affiliated hospitals, was followed. A literature study of marketing models was undertaken and the Delphi-method was utilised to determine the contribution of marketing staff and the possible content of a marketing strategy for a nursing college. The results were utilised to describe guidelines for such a strategy, consisting of marketers/marketing agents, target market, product, price, promotional activities, place and market research. Recommendations include the planning, implementation and evaluation of strategy, inservice training for potential marketing agents, inclusion of marketing as part of the formal education of tutors and nurse managers,as well as an impact study of the scholar as the main consumer.


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