Slicing the Big Marshmallow: Finding Your Market Identity in the Field of Continuing Education for Alumni.

Cooper, Robert G.

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ERIC Number: EJ211234

Record Type: CIJE

Publication Date: 1979-Sep

Pages: N/A

Abstractor: N/A

ISBN: N/A

ISSN: N/A

EISSN: N/A

Slicing the Big Marshmallow: Finding Your Market Identity in the Field of Continuing Education for Alumni.

Cooper, Robert G.

CASE Currents, v5 n8 p24-27 Sep 1979

Alumni represent a tremendous market opportunity for universities. It is suggested that benefit segmentation--benefits sought or needs of a specific market--be used as a method to subdivide the alumni market in order to identify alumni educational needs and motivations, and benefits they seek. (MLW)

Descriptors: Adult Education, Alumni, Alumni Associations, Alumni Education, Educational Needs, Higher Education, Long Range Planning, Marketing, Motivation, Needs Assessment

Publication Type: Journal Articles; Opinion Papers; Guides - Non-Classroom

Education Level: N/A

Audience: Practitioners

Language: English

Sponsor: N/A

Authoring Institution: N/A

Grant or Contract Numbers: N/A

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