Appreciating the Needs of Non-Traditional Students: Women as a Growing Market for Colleges and Universities

Matthew D. Shank, Margaret H. Winchell and Margaret Myers

Journal of Marketing for Higher Education, 2000, vol. 11, issue 1, 63-72

Abstract: In response to this unprecedented growth, higher education is finally recognizing the contribution of the adult learner. Previous research has explored what the “nontraditional” student values in an education. While our knowledge base regarding the nontraditional learner continues to expand, relatively little research has been conducted on an important segment of this market-nontraditional women. As such, the nontraditional woman represents an important target market for colleges and universities. Therefore, the purpose of the present study is to better understand the unique educational needs of the nontraditional woman. A convenience sample of 197 non-traditional women and men from a mid-western university participated in the study. Perhaps the most interesting finding to emerge from the present study (from a marketing perspective) is the notion of three distinct market segments of non-traditional women. Implications for higher education administrators are discussed.

Date: 2000
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Persistent link: https://EconPapers.repec.org/RePEc:taf:jmkthe:v:11:y:2000:i:1:p:63-72

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DOI: 10.1300/J050v11n01_04

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