Date of Award


Degree Type


Degree Name

Master of Science (MS)




According to Klieforth (1969), "technology, business, industry, communications, and other factors affecting our economic life are changing rapidly. Our educational system must keep up with these changes and prepare our youth for the world of work." Although many of our young people will desire a four-year degree (and in some cases, higher degrees), many are inclined toward a shorter, formal post-secondary education.

As evidenced by the phenomenal growth and development of the two-year colleges in the first half of this century (Goddard, 1962) many of our young people are looking at more vocational and technical education than ever before. This has created a need for serious consideration and deliberation as to the real potential of programs offered by two-year colleges and, indeed, even small four-year institutions.

The probability that a student will attend college depends on a number of factors in addition to his or her mental ability. The cost, convenience factors, and the availability of suitable and desirable educational programs are important determinants of who will attend college (Goddard, p. 45). Although a student may have the desire to continue his or her education beyond the high school level, if a reasonable program from the student's point of view is not economically feasible or readily available, the motivation may not be strong enough for him or her to pursue the higher education.

Wardlow (1975) states that the marketing and distribution fields are among the fastest growing fields in business today. This should suggest these are the fastest growing programs in the post-secondary institution curriculums at the present time. This would indicate a trend toward more retail marketing programs being offered at the post-secondary level other than the four year degree programs.

A possible answer to this increased growth, is the implementation of a two-year Retail Marketing Program at Southern Utah State College, in Cedar City, Utah. This type of program could serve the residents of the geographical region served by the college and complement existing one- and two-year secretarial training offered by the institution.