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ERIC Number: EJ783948
Record Type: Journal
Publication Date: 2007
Pages: 6
Abstractor: Author
Reference Count: 21
ISSN: ISSN-0734-6670
Student Target Marketing Strategies for Universities
Lewison, Dale M.; Hawes, Jon M.
Journal of College Admission, n196 p14-19 Sum 2007
As colleges and universities adopt marketing orientations to an ever-increasing extent, the relative merits of mass marketing and target marketing must also be explored. Researchers identify buyer types as potential students focused on quality, value or economy. On the other axis, learner types are described as those who focus on career, socio-improvement and leisure, or those who are ambivalent learners. This conceptual model of market segments presents an innovative and useful way to examine the student market for higher educational services. (Contains 2 figures.)
National Association for College Admission Counseling. 1631 Prince Street, Alexandria, VA 22314-2818. Tel: 800-822-6285; Tel: 703-836-2222; Fax: 703-836-8015; e-mail:; Web site:
Publication Type: Journal Articles; Reports - Descriptive
Education Level: Higher Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A