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Learning Objective 1: Enhance leadership skills for addressing the nurse educator shortage through considering building collaborative relationships and increasing marketing efforts.
Learning Objective 2: Identify marketing strategies that show a positive influence on new nurse educators’ decisions to choose a nurse educator career path and current teaching position.
The current and long-term shortage of nurse educators challenges universities and colleges to fill vacant nurse educator positions during a time when there is a growing number of nursing student applicants. The implications of the shortage have captured the attention of many stakeholders requiring ongoing collaborative efforts. Nonprofit organizations, such as institutions of higher learning, operate within budgetary constraints. Leaders in nursing education need cost-effective marketing strategies for obtaining new nurse educators. Research-based evidence on marketing strategies is needed to provide direction for viable marketing efforts that show promise to yield beneficial marketing transactions.
Purpose: The purpose of this national study (Wolgemuth, 2010) was to investigate exposure to and influence of specific marketing communication strategies on new nurse educators’ decisions to choose a nurse educator career path and a current teaching position.
Methods: A retrospective, descriptive, comparative design was used for this quantitative investigation. Differences were explored in the effectiveness of publicity, advertising, and personal marketing communication strategies in influencing new nurse educators’ decisions to select nursing education as a career choice and their current nurse educator position.
Results: The results indicated that personal marketing had, on average, significantly more influence than publicity or advertising, and publicity had on average, significantly more influence than advertising on both career decisions and on current educator position decisions.
Conclusion: While all marketing strategies had influence on nurse educator decisions, based on this study’s findings, a school may yield, over time, better marketing results by increasing monies and efforts towards personal marketing, followed by increasing publicity. Fewer resources should be directed toward advertisements.
Reference
Wolgemuth, V. (2010). Marketing strategies influencing new nurse educators' decisions to choose a nurse educator career path and current teaching position (Doctoral dissertation). Retrieved from ProQuest. (AAT 3407360)