June 11, 2004

Planning Ahead at Polytechnic U.

To the Editor:

In The Chronicle's April 30 section "Admissions & Student Aid," Richard A. Hesel's assertion that Polytechnic University went ahead with major construction projects without assessing its external markets is just plain wrong ("Know Thyself: 5 Strategies for Marketing a College").

Two studies of the university's key constituences, by A.T. Kearney and Copernicus Marketing Consulting and Research, reported in 2000 that it was critical from a student-recruitment