JOURNAL OF HIGHER EDUCATION THEORY AND PRACTICE

Using the Product Life Cycle Model to Analyze Management of a Part Time

Undergraduate Student Program at a Small Liberal Arts University

Author(s): Dennis Debrecht, Michael Levas

Citation: Dennis Debrecht, Michael Levas, (2013) "Using the Product Life Cycle Model to Analyze Management of a Part Time Undergraduate Student Program at a Small Liberal Arts University," Journal of Higher Education Theory and Practice, Vol.13, Iss. 2, pp. 68 - 75

Article Type: Research paper

Publisher: North American Business Press

Abstract:

Given increased competition for part-time undergraduate students, it’s important organizations utilize

accepted models for managing new and ongoing programs. This paper first applies the product/industry

life cycle (PLC) model to national enrollment data of part-time undergraduate students from 1970 to

2010. The paper then discusses several recommended marketing management concepts traditionally

suggested by the model at various stages of the cycle. Next, the paper addresses the management of a

part-time undergraduate program over the same time period, focusing on the management decisions

contrary to standard PLC recommendations. The paper concludes by developing models testing the

impact of not following standard marketing management concepts.