 Does branding impact student recruitment: a critical evaluationDora E. Bock, Sonja Martin Poole and Mathew Joseph Journal of Marketing for Higher Education, 2014, vol. 24, issue 1, 11-21 Abstract: This study focuses on segmentation feasibility within the private college/university market. There is considerable overlap for private and public college/university students with respect to their consideration criteria; however, previous research suggests that there are some criteria that appear to be differentially important based on the type of student and institution. Therefore, using factors considered by university students in a previous study, the current research sought to further explore the existence of segments within a private university. The findings suggested that three segments of students exist - one segment considers all university criteria as important, another places high importance on the financial aspects of attending a university, and another segment moderately evaluates all university criteria. Implications of the findings are discussed. Date: 2014 Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:taf:jmkthe:v:24:y:2014:i:1:p:11-21 Ordering information: This journal article can be ordered from DOI: 10.1080/08841241.2014.908454 Access Statistics for this article Journal of Marketing for Higher Education is currently edited by Dr Jane Hemsley-Brown, Anthony Lowrie and Dr. Thomas Hayes More articles in Journal of Marketing for Higher Education from Taylor & Francis Journals |
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