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ERIC Number: EJ836439
Record Type: Journal
Publication Date: 2008-Apr
Pages: 18
Abstractor: As Provided
ISSN: ISSN-0884-1241
Service Strategies for Higher Educational Institutions Based on Student Segmentation
Ghosh, Amit K.; Javalgi, Rajshekhar; Whipple, Thomas W.
Journal of Marketing for Higher Education, v17 n2 p238-255 Apr 2008
Over the last decade, higher education institutions in the U.S. have faced increased competition and expenditures coupled with declines in financial support. Furthermore, they often have been forced to cater to the needs of an increasingly diverse group of students and must design service strategies based on the unique needs of each group. This paper advocates the use of target marketing principles to effectively and efficiently allocate resources among the various groups. Student registration data from a large, urban, public university, which is routinely available at little cost, is used to identify five student segments. These segments include traditional students, non-traditional students, a sizable international student segment, a graduating segment, and a group of transferees. The unique needs of each segment are identified and appropriate service strategies are formulated for each segment. The diversity of the segments establish the utility of using target marketing principles for designing service strategies and the viability of using registration database for such a purpose. (Contains 1 table.)
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Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A