Community-University Partnerships and Strategic Marketing Planning

By Janet Cherrington.

Published by Journal of the World Universities Forum

Format Price
Article: Print $US10.00
Article: Electronic $US5.00

The business world is replete with companies that have successful marketing campaigns, but can the successes of the business world translate into successes for communities? In an era of intensifying place competition, communities, like businesses must not only be superior in some way, they must engage in strategic market planning. But how can they do it? Where do they start? Communities have the need and universities have the means; they have the resources to help communities deal with the place-making dilemma through research, teaching, and outreach programs. This paper explores how a multi-disciplinary collaboration between two institutions of higher learning and a community in Minnesota jumpstarted the connection between service learning for students and a community’s successful public information effort. The result was a win-win situation: the students gained 21st century skills and valuable real world experience while the community gained timely, professional, products to successfully compete for place recognition.

Keywords: Strategic Market Planning, Place Making, Public Information Effort, Service Learning, Multi-Discplinary Educational Collaboration

Journal of the World Universities Forum, Volume 1, Issue 1, pp.155-162. Article: Print (Spiral Bound). Article: Electronic (PDF File; 1.113MB).

Dr. Janet Cherrington

Associate Professor, Urban & Regional Studies Institute, Minnesota State University, Minnesota, USA

Janet Cherrington-Cucore, M.S. Administration, Ph. D. Urban Affairs and Public Policy, teaches courses in urban studies and city management in the Urban and Regional Planning Institute at Minnesota State University, Mankato. At Temple University, she supervised Education majors in their student teaching. She also spent six years as an adjunct professor at Delaware County Community College in the Management Information Systems Department. A member of the International City/County Management Association, the American Society of Public Administrators, the Minnesota City/County Management Association and the Minnesota Women in City Government, Janet has over twenty years local government management experience including elected official, township manager, financial director, and grassroots legislative liaison for a regional planning commission. Janet also serves on the Research Advisory Council of the League of MN Cities.

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