Essays on Marketing Channels of 21 Plus Market Segment at La Trobe University Research Proposal

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In general, the paper "Marketing Channels of 21 Plus Market Segment at La Trobe University" is an outstanding example of a marketing research proposal.   The main purpose of this research is to understand the characteristics and the preferred marketing channels of 21 plus market segment at La Trobe University. The Background of the research focuses on the secondary sources about the research and it reviews the characteristics and marketing channels of the targeted market. 21 plus students have unique characteristics like self-direction, practical oriented, and they are highly motivated. They also use different marketing channels, which include traditional and new marketing channels.

The research uses the survey as the preferred research design with a structured questionnaire as the instrument. A stratified sampling technique is used to get the correct representative sample of 50 participants. The data obtained from the participants are analyzed using SPSS. The research also took care of the ethical issues. Introduction Statement of the Problem There is increased demand for education and age is no longer the determinant of whether a person should go to school or not (Gruce and Nicholas 594).

Therefore, universities across the globe have witnessed an increasing number of 21 plus market segment. La Trobe University has identified the potential of this market segment. However, reaching out to this marketing segment poses a challenge to the university because 21 plus market segment has other sub-segments like parents, part-time workers, those seeking for a career change, and already skilled professionals. The segment, therefore, has consumers with different characteristics who need a special approach to reach. The sub-segments also prefer different marketing channels because they contain both Generation X and Y with different media behaviors and perceptions.

The university finds it hard to understand the segment and the best marketing channels to reach them. Background Information from the National Center for Education Statistics shows that the number of mature universities has been growing in both America and British for the last twenty years. La Trobe has identified a potential in a new market segment that it needs to explore effectively. The new student market is known as 21 plus segment, which was traditionally known as the mature market. The market segment comprises of four sub-segments, which include parents, part-time workers, those looking for a career change and the professionals who want to develop their careers further.

Students in this market segment have different characteristics because of the different ages, professions and learning expectations, which makes it hard for any university to effectively satisfy their needs and learning expectations. Mature students are also hard to reach because they use different marketing channels because they belong to different generations, especially generation X and Y. A new approach is needed in understanding and reaching the mature students. Objectives The overall objective of this research is to adequately understand the characteristics of 21 plus market segment of students and to determine the best market channels that can effectively market this segment of mature students.

To attain the above overall objective effectively, the research has three sub-objectives that are listed below. To clearly identify the 21 plus market and the characteristics that make up the sub-segments within the overall market in La Trobe. To clearly understand the marketing channels that each sub-segments is currently accessing and the channels they are likely to access, including traditional marketing channels. To come up with a report on how La Trobe can maximize its marketing to influence the 21 plus market to consider university study and to consider La Trobe.

Works Cited

Bevan-Dye, Ayesha Lian. "Black Generation Y students’ attitudes towards Web advertising value." (2013).

Cruce, Ty M., and Nicholas W. Hillman. "Preparing for the silver tsunami: The demand for higher education among older adults." Research in Higher Education 53.6 (2012): 593- 613

Howard, Chris, and Peter Davies. "Attracting mature students into higher education: The impact of approaches to learning and social identity." Journal of Further and Higher Education 37.6 (2013): 769-785

Kirwan, Bridget Ann. What is the role of trust in the experience of mature students participating in learning in higher education in Ireland?. Diss. Centre for Labour Market Studies, 2014.

Levy, Paul S., and Stanley Lemeshow. Sampling of populations: methods and applications. John Wiley & Sons, 2013.

Love, Kevin. Ethics in Social research. Vol. 12. Emerald Group Publishing, 2012.

Solomon, Michael, Rebekah Russell-Bennett, and Josephine Previte. Consumer behaviour. Pearson Higher Education AU, 2012.

Williams, Kaylene C., and Robert A. Page. "Marketing to the generations." Journal of Behavioral Studies in Business 3.1 (2011): 37-53.

Zikmund, William, et al. Business research methods. Cengage Learning, 2012.

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