Definitely a very important part in the Marketing Plan is evaluation. You will never find out if you are being effective. At our institution we always ask prospects who call or walk ins, how they heard about us. With that info I prepare a report that has help us to maximize our advertising budget. We also give a survey to all our students on the last day of their courses. That gives us feedback about what we are doing right or wrong and is a very important tool for retention. At the time you are developing your marketing plan, is important to establish your goals and how you are going to measure your achievements.