Marketing and Marketing Effectiveness Perceptions of Ohio Vocational Education Planning District (VEPD) Superintendents

The data reported in this article were part of a study to describe Ohio vocational education planning district (VEPD) superintendents' perceptions of their role in the marketing function in their planning districts and their perceptions of VEPD marketing effectiveness for secondary vocational education. Results showed that the majority of VEPD superintendents had positive perceptions of their roles in the VEPD marketing function; however, they were undecided as to their perceptions of how effective their marketing efforts are in regard to customer philosophy, strategic marketing planning, and operational efficiency. A clear understanding of how to develop an educational institution with a strong marketing orientation needs to be addressed through technical assistance, inservice training, and high quality strategic marketing planning materials to promote and improve effectiveness of the marketing initiative.