You Still Can: Recruiting mature students into higher education

David Turton

Journal of Education Advancement & Marketing, 2018, vol. 3, issue 3, 229-240

Abstract: This paper describes a successful higher education recruitment campaign that increased student numbers by analysing customer data and devising a strategy based on the motivations and barriers of key groups. Readers should gain inspiration to analyse their audience using various market research techniques and turning this into actionable insight, delivering tactical multichannel marketing campaigns to compel a relevant audience. The paper also shows various case studies of students from this market segment, showing the human element of the campaign.

Keywords: campaign management; student recruitment; marketing insight; customer insight; market research (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jeam00:y:2018:v:3:i:3:p:229-240

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