Choice-Based Segmentation As an Enrollment Management Tool

Mark R. Young

Journal of Marketing for Higher Education, 2003, vol. 12, issue 2, 69-83

Abstract: This article presents an approach to enrollment management based on target marketing strategies developed from a choice-based segmentation methodology. Students are classified into “switchable” or “non-switchable” segments based on their probability of selecting specific majors. A modified multinomial logit choice model is used to identify “switchable” students and provides insight into the attributes that influence their choice.

Date: 2003
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DOI: 10.1300/J050v12n02_05

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