1. What is environmental scanning?Environmental scanning is the process of continually acquiring information on events occurring outside the organization to identify and interpret potential trends. To provide strategic intelligence by evaluating potentially significant environmental changes Conveys both current environmental status and how it is changing  trends Alerts planners to trends that are converging, diverging, interacting, accelerating, or decelerating Ideal end-goal: allows for adaptive planning before these trends occur or fully develop

2. An environmental scan of today’s marketplace

3. External Environment is not controllable Social Change Demographics Ever-Changing Marketplace Economic Conditions Product Distribution Promotion Price Competition Target Market Political & Legal Factors Technology Environmental Scanning External Marketing Environment

4. COMPETITIVE FORCES -Competition

5. One cycle in the strategic planning process What is environmental scanning?How it fits in the planning cycle:

7. Depends… Type of scan (Ad hoc, Periodic, Continuous) Your institution’s relationship to its service area How the scan information will be used Things to consider including: Customer analyses Current and potential students Current and potential students’ parents Current and potential employers Other institutions of higher education (for transfer students) What to include in your scan

9. Community satisfaction

10. Community needs assessment

11. Competitors

12. Other public and private CCs, universities, and technical colleges

13. Campus (& District) Climate

14. Students

15. Staff

16. Faculty

17. Administration

18. Macroenvironment: STEEP

19. Socio-cultural

20. Demographics

21. population size and distribution

22. age distribution

23. education levels

24. income levels

25. race and ethnicity

26. Socio-Cultural (continued)

27. Attitudes about higher education

28. Cultural shifts

29. Technological

30. New products and services  training opportunities

31. New manufacturing processes

32. Infrastructure changes

33. Economic

34. Industry/career demand and decline

35. Unemployment

36. Inflation

37. Environmental/Ecological

38. New industry opportunities

39. Political

40. Political climate/stability

41. State budget deficit or surplus

42. Changes in legislationNovember 2008 WARP Fall Conference What to include in your scanMore things to consider including: