Improve Your Marketing Results by Asking Peter F. Drucker's “Five Most Important Questions”

ABSTRACT

This case study focuses on the Office of Marketing & Public Relations at Claremont McKenna College, a highly-selective liberal arts college located in Claremont, California. It demonstrates how Geoffrey Baum, its new PR Director used the five Drucker Tool questions to improve significantly both the image of “marketing” on campus and awareness of the College among its key constituencies. It concludes with a re-evaluation of the initial marketing strategy, based on the growing importance of the internet and Baum's current “customer” perspective as Executive Producer at C-SPAN.

The methodology and analytical process is based on the extensive research conducted by Constance Rossum in her Ph.D. dissertation study of eight nonprofits (including three in higher education). It utilizes the Drucker Self-Assessment Tool she developed in 1993, on behalf of the Drucker Foundation for Nonprofit Management, based on the management principles of Peter F. Drucker.