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| Titel: |
Segmenting Markets in Urban Higher Education: Community- Versus Campus-Centered Students |
| Auteur: |
Klein, Thomas A. Scott, Patsy F. Clark, Joseph L. |
| Verschenen in: |
Journal of marketing for higher education |
| Paginering: | Jaargang 11 (2001) nr. 1 pagina's 39-61 |
| Jaar: |
2001-09-01 |
| Inhoud: |
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. |
| Uitgever: |
Routledge |
| Bronbestand: |
Elektronische Wetenschappelijke Tijdschriften |
Details van artikel 3 van 5 gevonden artikelen
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