Strategies needed to market technology education courses at Arrowhead High School

Abstract

To develop an effective marketing plan, the Technology Education Department of Arrowhead High School needs to determine responses to the following questions regarding class/course selection by Freshman and Sophomore students: 1) why does a student select a particular course; 2) who is influencing student course selection; and 3) what is the extent of their influence? The Technology Education Department at Arrowhead High School did not have a marketing plan. A marketing plan would benefit the Technology Education department’s efforts in recruiting new students and stabilizing the program and thereby minimizing attrition. The purpose of this study is to analyze the reasons students selected courses in high school specifically for Technology Education. It is directed towards the student’s perception of what influenced them to enroll in an elective technology course. The data will then be used to design a marketing program to best utilize resources to get the proper information to the right individuals. With this information students may make informed decisions when enrolling for courses that relate to their social and career goals.