There is distinct competition for full-time student enrollment in higher education. With the wide availability of online degrees and course offerings, students can consider multiple options as consumers of higher education. With increased competition in higher education, reaching prospective undergraduate students highlights the importance of market segmentation as a vital step toward increasing full-time enrollment. A critical step to attracting potential undergraduate students requires a deeper understanding of student segment populations. The purpose of this study is to investigate how distinct student segments and demand factors influence higher education enrollment within public higher education institutions. The study examined three types of undergraduate student segments: traditional, non-traditional, and transfer students to evaluate how online course modalities as well as major fields of study influence student demand for full-time enrollment. Historical and publicly available secondary data were examined for the academic years 2014-2015 through 2018-2019 to describe relationships between total full-time enrollment (dependent) with online course enrollment and major fields of study (independent) variables. Administrators in public higher education institutions will be able to use the findings from this study for the development of an enrollment framework focusing on student segmentation strategies.