Estimating Demand Potential and Marketing Small Business Workshops

Don Sciglimpaglia, Howard Toole

Abstract


Many universities are trying to increase the relevance of their educational offerings. Correspondingly, business schools have developed programs with a number of dimensions: 1) students working with local businesses, 2) professional development workshops or 3) self-help programs directed at local business markets. This study reports on a market study designed to
evaluate potential demand for workshops that could be presented  to local small businesses. In particular, the principal objective of the study was to determine the needs of local small businesses  regarding interest in professional development workshops and to determine the optimal design and delivery of such programs.

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 University of Houston-Clear Lake