Date of Award


Publication Type

Master Thesis

Degree Name




First Advisor

Hurley, N.


Education, Administration.




This study examined and described the levels of marketing acceptance and the marketing techniques and practices used by Ontario school board continuing education institutions. Much of the study was based on the "Four Stage Model Reflecting the Acceptance of Marketing in Higher Education Institutions" developed by Simmons and Laczniak (1992). The research instrument used was validated in a similar study performed by Narkawicz (1994) and modified by Pinto. The primary purpose of the study was to identify the levels of marketing acceptance that Ontario school board continuing education institutions had achieved and in what marketing techniques they were engaging. A secondary purpose was to determine if levels of marketing acceptance and practices used differed as a result of various institutional characteristics. The characteristics examined were: enrolment size; regional location; and urbanity. Responses from twenty-four of the fifty-seven institutions in the population were used for data analysis. (Abstract shortened by UMI.) Paper copy at Leddy Library: Theses & Major Papers - Basement, West Bldg. / Call Number: Thesis1998 .P56. Source: Masters Abstracts International, Volume: 39-02, page: 0320. Adviser: Noel Hurley. Thesis (M.Ed.)--University of Windsor (Canada), 1998.