Research design of social marketing survey for Indonesia"s open university : preparing the way (USAID/Indonesia)

These were: (1) how the UT could better serve its present market of Sargana students to achieve higher enrollments and lower drop-out/stop-out rates, and (2) what new target populations UT should seek to serve. The team noted that, while UT had strengthened its administrative capacity and its human resource base, it needed to approach its new programming opportunities from a perspective of strategic planning and operational development. The UT also needed to clearly define its institutional goals and objectives, particularly in continuing education, and to better coordinate external donors" funds and resources to meet its institutional needs. Given that, the team"s general finding was that the UT was not ready to begin a social marketing plan, but that it was at a point where actions could be planned and initiated which would address the key issues, and would position the institution so that such a plan could be undertaken in the future. The report specifically (1) identifies institutional, financial, and technical constraints on initiating a social marketing plan, and (2) provides comprehensive guidance on a program to initiate studies and actions to address the basic issues noted above.