Unique Challenges of Segmentation and Differentiation for Higher Education

Autor/in	Story, John
Titel	Unique Challenges of Segmentation and Differentiation for Higher Education
Quelle	In: Journal of Marketing for Higher Education, 33 (2023) 1, S.20-39 (20 Seiten)Infoseite zur Zeitschrift PDF als Volltext Verfügbarkeit
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	0884-1241
DOI	10.1080/08841241.2021.1874589
Schlagwörter	Higher Education; Marketing; Universities; Diversity; Institutional Characteristics; Parent Attitudes; Student Attitudes; College Bound Students; Employer Attitudes; Alumni; Donors; Consumer Economics; Focus Groups + Suchen Sie Ihr Suchwort? Hochschulbildung; Hochschulsystem; Hochschulwesen; University; Universität; Elternverhalten; Schülerverhalten; Arbeitgeberinteresse; Konsumökonomie
Abstract	In the numerous studies of segmentation for higher education marketing, the primary focus has been on segmenting students. In fact, universities serve a diverse audience that includes parents, employers, alumni, donors, and other members of society. The primary purpose of this study is to explore the extent to which universities must attempt to simultaneously target multiple diverse segments with the same basic market offering. Three research questions were addressed: whether different demographic groups are different segments, whether the priorities of these groups are complementary or conflicting, and whether there are significant subsegments within these groups. To answer these questions, groups of parents, college-bound high school students, employers, alumni, and donors were surveyed concerning the importance of a variety of different university attributes. Different groups were found to have significantly different priorities, creating unique segments. The good news for university marketing is that segment differences were complementary, rather than conflicting. (As Provided).
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Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2024/1/01