Essays on La Trobe University - Market Segmentation Case Study

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The paper "La Trobe University - Market Segmentation" is a great example of a marketing case study.   Marketing strategies that are used to explore new markets determine the success of the organization. In the education sector, more and more people are increasingly joining universities. This has led to the creation of a new segment. The new segment is mainly comprised of the mature age market. Currently, it is no longer the students fresh from high school that are joining the university but also the mature aged who left the high school years ago (Schü tze & Slowey, 2013).

La Trobe University has identified this segment which it has classified as 21 plus and it has traditionally been known as the mature age market. This new market segment can add more students to the university and this will lead to the generation of more revenue. The best approach to reach this new segment is required in order to ensure that the new market is fully exploited. An understanding of this new marketing channel is required in order to ensure that the new market is fully exploited.

A better understanding of the market will ensure that an effective strategy is put in place. In the current marketing environment, various channels including the traditional as well as the modern marketing channels are usually used. However, the channel is dependent on the information available as well as the nature of the market segment. The paper is thus a research proposal for the market segmentation in relation to the mature age market. Background Every year universities are experiencing an increase in the number of mature-aged students. This group is mainly comprised of the students who are already working and had completed their high school education years ago (Given, 2013).

This has formed a new segment in the market for the universities and it’ s currently referred to as the 21 plus segment. This market has a huge potential that the universities have to tap in through the use of appropriate marketing strategies. La Trobe has identified a segment of the potential student market that needs to be explored in more depth to ensure we are accessing this segment effectively.

This segment is categorized as 21 plus and traditionally called “ the mature age market” . This market is made up of a variety of sub-segments some of which are parents, part-time workers, those seeking a career change, and professionals already skilled to a particular level. The 21 plus segment is spread across a multitude of marketing channels and we need to better understand this market and determine the best channels to effectively market to this segment. Research objectives To investigate the 21 plus market and the characteristics that make up the sub-segments within the overall market To determine the marketing channels by sub-segment that the 21 plus market currently access and could potentially access.

This should not be limited to traditional marketing channels such as TV, radio. To develop a report on how La Trobe could maximise its marketing reach to influence the 21 plus market to consider University study and choose La Trobe. To develop an effective method for attracting the 21 plus market to the University.

References

Schütze, H, G, & Slowey, M, 2013, Global perspectives on higher education and lifelong learners, Routledge, London.

Given, L, M, 2013, The Promise of ‘Lifelong Learning'and the Canadian Census: The Marginalization of Mature Students' Information Behaviours, In Proceedings of the Annual Conference of CAIS/Actes du congrès annuel de l'ACSI.

Kahu, E, et al, 2013, The engagement of mature distance students, Higher Education Research & Development, 32(5), 791-804.

Tett, L, et al, 2012, Learning from feedback? Mature students’ experiences of assessment in higher education, Research in Post-Compulsory Education, 17(2), 247-260.

Gifford, D, 2015, International Service Learning Successfully Engaging Adult Students, Metropolitan Universities, 16(2), 53-62.

Swain, J, & Hammond, C, 2011, The motivations and outcomes of studying for part-time mature students in higher education, International Journal of Lifelong Education, 30(5), 591-612.

Creswell, J, W, 2013, Research design: Qualitative, quantitative, and mixed methods approaches, Sage publications.

Ragin, C, C, 2014, The comparative method: Moving beyond qualitative and quantitative strategies, Univ of California Press.

Bernard, H, R, & Bernard, H, R, 2012, Social research methods: Qualitative and quantitative approaches, Sage.

Jensen, K, B, 2013, A handbook of media and communication research: qualitative and quantitative methodologies, Routledge.

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