Marketing to the mature learner: exploring the role of web communications

Mark Durkin, Leanna Filbey and Danielle McCartan-Quinn

The Service Industries Journal, 2014, vol. 34, issue 1, 56-70

Abstract: At a time of great change within the higher education sector, this paper focuses on the challenges facing marketers in the UK's higher education industry. Specifically, the research identifies the extent to which university marketing managers are conscious of the importance of market segmentation particularly with regard to the growing mature learner segment, and to what extent such marketers are using the web to engage and influence this older segment. The evidence presented in this study suggests that the sample universities display an inadequate state of readiness to respond to the marketing challenges arising in the changing environment and that the opportunity to influence the growing and affluent mature learner market through online communication remains largely unexploited. A general lack of a marketing orientation within the sector prevails.

Date: 2014
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DOI: 10.1080/02642069.2013.763342

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