Segmentation of Supplementary Post-graduated Education (Case for a Russian University)

Diana Yampolskaya (), Olga Vasilyeva () and Alexander Zobov ()
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Diana Yampolskaya: Peoples’ Friendship University of Russia (Moscow)
Olga Vasilyeva: Peoples’ Friendship University of Russia (Moscow)
Alexander Zobov: Peoples’ Friendship University of Russia (Moscow)

Journal of Emerging Trends in Marketing and Management, 2016, vol. 1, issue 1, 315-327

Abstract: The process of supplementary education has great influence on the quality of life of modern people. Only continuous perfection of his professional skills will enable a person always to be in demand at the labor market. Modern universities offer a wide range of programs and courses for supplementary post-graduated education. High competition in this field makes the universities identify the most promising directions for training specialists that are required not only in his country but also at the international markets. The Marketing department of People's Friendship University (Moscow) in May 2016 conducted a survey to identify the most attractive segments for promoting supplementary post-graduated education. The paper presents a method of the market segmentation and the results of the study.

Keywords: Continuing education; supplementary post-graduated education; market segmentation; segment selection criteria; marketing research. (search for similar items in EconPapers)
JEL-codes: I21 M39 (search for similar items in EconPapers)
Date: 2016
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