Effective marketing and general business practices can be keys to the ultimate success or failure of an institution of higher education, according to an article co-authored by a Southern Utah State College faculty member.

Alan Hamlin, associate professor of business at SUSC, and Curtiss Hungerford, professor of educational leadership at Brigham Young University, jointly wrote the article, "How Private Colleges Survive a Financial Crisis: Tools for Effective Planning and Management."The article will appear in the January journal of the Society for College and University Planning, "Planning for Higher Education."

The article analyzes factors that led a defined group of colleges and universities to financial hardship, and measures used by college presidents and other administrators to solve the problem.

"The president (of a college) should be focusing his/her attention largely on public relations and fund-raising issues, and thus will need to delegate operational duties to subordinates," the article says.