Segmenting Markets in Urban Higher Education: Community- Versus Campus-Centered Students
<title>ABSTRACT</title> Market segmentation in urban higher education has generally divided potential students, primarily based on age, into Direct from High School (DHS) or “Traditional” and adult or “Non-Traditional,” based on differences in scheduling and program preferences and media access. One large urban institution, confronted by new competition, experienced a significant decline in DHS enrollment based on policies derived from this delineation. Enrollment analysis and a survey of current students, grouped according to permanent residence, class enrollment, and participation in campus activities, produces a modified picture: local DHS students tend to be more like adult students than DHS students with more distant permanent residence. Based on this analysis, segmentation concepts of “campus-centered” and “community-centered” are proposed to replace “traditional” and “non-traditional.” Implications of this reconceptualization for programming and marketing communications are developed.
Year of publication: |
2000
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Authors: | Klein, Thomas A. ; Scott, Patsy F. ; Clark, Joseph L. |
Published in: |
Journal of Marketing for Higher Education. - Taylor & Francis Journals, ISSN 0884-1241. - Vol. 11.2000, 1, p. 39-61
|
Publisher: |
Taylor & Francis Journals |
Saved in:
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