Employers are both potential "students" and potential cooperating partners for your college. This study surveys a cross-section of businesses, government agencies, and professional associations in your region to determine what education and training they want for their employees and whether cooperative arrangements with your college might be beneficial. It also examines tuition reimbursement policies and practices and ways in which colleges and universities can attract more employees to their campus.

Doing Business with Business: Can be conducted in two ways

• A series of telephone interviews with officials in a broadly representative set of organizations. Interviewing a range of employers allows you to get an overall sense of the educational needs of the marketplace. This option is particularly good for an institution that is considering establishing working relationships with employers, but has not yet done so and needs more information before moving ahead.

OR

• A short series of in-depth, face-to-face interviews with decision makers at organizations which are ready to contract with a college or university to provide education and/or training for their employees. Aslanian Group screens in only employers who are seriously interested in the college as a potential supplier of services is the shortest route to acquiring actual contracts.

This Study Shows You

• Employers' sources of information about colleges.
• Their familiarity with your college and other colleges.
• Their opinions of your college and other colleges.
• The programs, courses, and workshops they want from your college.
• The services they want from your college.
• Their willingness to share expertise with your college.
• Their interest in partnerships with your college.
• The best ways to advertise your college to their employees.

This Study Helps You

• Decide whether employers are a promising market for your college.
• Improve your image among employers.
• Offer what employers want.
• Work out cooperative arrangements with employers.
• Improve your techniques for marketing to employees.