ABSTRACT
This chapter begins by discussing marketing and its potential for application by post-secondary/technical educational institutions to present-day problems of institutional adaptation.
The markets and exchange processes entered by educational institutions are described, analysed and illustrated. The complex of educational products or services and the educational institution as a service organization are compared to industrial service providers in a series of analogies.
Product differentiation, market segmentation and positioning concepts and procedures are related to vocational/technical institutions.
The chapter closes with several recommendations for implementing a marketing approach. References are made throughout the paper to the marketing efforts of the British Columbia Institute of Technology (BCIT), the second largest of five technical institutions in Canada.
