Segmenting Markets in Urban Higher Education: Community- Versus Campus-Centered Students

Thomas A. Klein, Patsy F. Scott and Joseph L. Clark

Journal of Marketing for Higher Education, 2000, vol. 11, issue 1, 39-61

Abstract: Market segmentation in urban higher education has generally divided potential students, primarily based on age, into Direct from High School (DHS) or “Traditional” and adult or “Non-Traditional,” based on differences in scheduling and program preferences and media access. One large urban institution, confronted by new competition, experienced a significant decline in DHS enrollment based on policies derived from this delineation. Enrollment analysis and a survey of current students, grouped according to permanent residence, class enrollment, and participation in campus activities, produces a modified picture: local DHS students tend to be more like adult students than DHS students with more distant permanent residence. Based on this analysis, segmentation concepts of “campus-centered” and “community-centered” are proposed to replace “traditional” and “non-traditional.” Implications of this reconceptualization for programming and marketing communications are developed.

Date: 2000
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DOI: 10.1300/J050v11n01_03

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