ERIC Number: ED205116
Record Type: RIE
Publication Date: 1981-May
Reference Count: 0
Marketing Education Through Benefit Segmentation. AIR Forum 1981 Paper.
Goodnow, Wilma Elizabeth
The applicability of the "benefit segmentation" marketing technique to education was tested at the College of DuPage in 1979. Benefit segmentation identified target markets homogeneous in benefits expected from a program offering and may be useful in combatting declining enrollments. The 487 randomly selected students completed the 223 items on the Course Improvement Survey, which measures reasons for participation, program offering preferences, and demographic characteristics. Additionally, respondents completed Boshier's Education Participation Scale, whereby they indicated the degree to which 40 possible reasons for participation influenced their enrollment decision. Results indicated five benefit segments (social/improvement, leisure/status, ambivalent, submissive, and learning/career) that were distinguished by the following nine orientations toward participation: social, academic, learning, altruism, improvement, compliance, advancement, leisure, and change. These types were significantly different in their program offering preferences and demographic characteristics. This information suggested program design and promotional strategies for increasing enrollments. In the three years prior to the study, enrollments did not increase at the College of DuPage; in the two-and-one-half years afterwards, enrollments increased an average of 20 percent a year. A bibliography is appended. (SW)
Descriptors: College Attendance, College Choice, College Students, Community Colleges, Declining Enrollment, Educational Benefits, Enrollment Influences, Higher Education, Information Needs, Institutional Research, Marketing, Part Time Students, State Colleges, Student Attitudes, Student Characteristics, Student College Relationship, Student Educational Objectives, Student Needs, Student Recruitment
Publication Type: Speeches/Meeting Papers; Reports - Research
Education Level: N/A
Authoring Institution: N/A
Identifiers: AIR Forum; College of Dupage IL
Note: Paper presented at the Annual Forum of the Association for Institutional Research (21st, Minneapolis, MN, May 17-20, 1981).