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.