Marketing in Higher Education: Using Academic Motivation to Effectively Identify Market Segments
Başlık:
Marketing in Higher Education: Using Academic Motivation to Effectively Identify Market Segments
Yazar:
Turner, Beverly, author.
ISBN:
9780355992649
Yazar Ek Girişi:
Fiziksel Tanımlama:
1 electronic resource (92 pages)
Genel Not:
Source: Dissertation Abstracts International, Volume: 79-10(E), Section: A.
Advisors: Brian Allen Committee members: Sharon Kimmel; Richard Nida.
Özet:
This study analyzed academic motivation as a beneficial factor for identifying market segments in consumers of higher education. The need for more effective marketing and recruiting in a highly competitive industry was the driver for the study. The analysis of academic motivation as a contributing factor in market segmentation in higher education attempts to provide marketers a more effective means of identifying potential students and recruitment. A quantitative study was conducted to determine any segmentation of consumers based on academic motivation and demographic factors. Descriptive statistics and cluster analysis were utilized to analyze the data. A sample of undergraduate and graduate business students from Tarleton State University was used for this study. Findings included interesting academic motivation differences between groups, or segments of students, such as those motivated by employment and society trends, and those motivated by personal goals. Results of the study may be applied in marketing strategy in higher education to more efficiently and effectively reach targeted market segments. Recommendations for future research include analyzing additional variables to include specific categories of classroom and online students, various distances traveled, and income level of consumers.
Notlar:
School code: 1443
Konu Başlığı:
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Yer Numarası | Demirbaş Numarası | Shelf Location | Lokasyon / Statüsü / İade Tarihi |
---|---|---|---|
XX(681775.1) | 681775-1001 | Proquest E-Tez Koleksiyonu | Arıyor... |
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