Higher Education Market Segmentation

Abstract

The relevance of this study is to analyse the higher education market segmentation of the northwestern federal district of Russia by conducting a survey among high school students, building a cluster analysis or segments based on the results, analysing the market of educational services. The purpose of the study is to advise higher education institutions on how to increase the number and quality of applicants. The research questions are as follows:-what segments of the higher educational services market exist and what is their nature?-what background characteristics describe each segment?-from what sources do modern applicants find out the greatest amount of information about a higher education institution?-to what should university pay attention to increase the number and quality of applicants?

Evaluating Demand for Full-Time Enrollment in Public Higher Education

“…The pairing of marketing strategies and enrollment efforts within higher education has traditionally been considered unconventional or even taboo (Parvu & Ipate, 2012;Sudarikov et al, 2019;Tucker & Au, 2019). However, the argument remains, by understanding who the current students of PHEI are, and which prospective students embody similar or shared characteristics, administrators will begin to understand the target enrollment efforts needed to grow.…”

“…Pressure on the administrators is intensifying; therefore, strategic decisions have significant ramifications if done without proper assessment and knowledge of the students and stakeholders (Tucker & Au, 2019). Students are often cited as the apparent stakeholder for higher education; however, there are numerous other stakeholders that PHEIs serve, including parents, society, and businesses (Lewison & Hawes, 2007;Sudarikov et al, 2019). PHEIs serve all stakeholders to a different degree.…”

Segmentacija tržišta visokog obrazovanja

“…Za potrebe segmentacije tržišta visokog obrazovanja provedeno je više istraživanja u nastojanju da se stekne jasnija slika potreba i preferencija budućih studenata. Sudarikov et al (2019) ističu da unatoč primjeni marketinga od strane svjetskih visokoškolskih institucija, segmentacija tržišta visokog obrazovanja nije kvalitetno utvrđena u literaturi. Stoga su autori predložili sljedeće parametre za potrebe segmentiranja tržišta: prestiž sveučilišta, niska cijena obrazovanja, niska razina poteškoća pri stjecanju znanja te mogućnost rada u inozemstvu.…”