TY - JOUR
T1 - Market growth strategies for mba programs
AU - Mobley, Mary F.
AU - Elkins, Ralph L.
N1 - Funding Information:
The market segmentation process as applied to academic programs involves dividing a large market with diverse needs into submarkets, or segments, of prospective students with similar needs. Then target markets are selected from these submarkets so market- Mary F. Mobley is Assistant Professor of Marketing, School of Business Administration, Augusta College, Augusta, GA 30910, and Ralph L. Elkins is Research Psychologist, Veterans Administration Medical Center and Associate Professor of Psychiatry (Psychology), Department of Psychiatry and Health Behavior, Medical College of Georgia, Augusta, GA 30901. Address correspondence to Dr. Mobley. Preparation of this report was supported in part by salary funding from the Medical Research Service of the Veterans Administration.
PY - 1989/5/26
Y1 - 1989/5/26
N2 - The market segmentation process as applied to academic programs involves dividing a large market with diverse needs into submarkets, or segments, of prospective students with similar needs. Then target markets are selected from these submarkets so recruiting efforts can be tailored to reach each specific group of potential students. One logical approach for identifing MBA market growth opportunities is the analysis of student-academic program strategies. Four basic strategies are discussed, which include market penetration, market development, product development, and diversification. By carefully analyzing these potential growth opportunities, a marketer can make more informed judgements with regard to target market selections.
AB - The market segmentation process as applied to academic programs involves dividing a large market with diverse needs into submarkets, or segments, of prospective students with similar needs. Then target markets are selected from these submarkets so recruiting efforts can be tailored to reach each specific group of potential students. One logical approach for identifing MBA market growth opportunities is the analysis of student-academic program strategies. Four basic strategies are discussed, which include market penetration, market development, product development, and diversification. By carefully analyzing these potential growth opportunities, a marketer can make more informed judgements with regard to target market selections.
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U2 - 10.1300/J090v04n02_13
DO - 10.1300/J090v04n02_13
M3 - Article
AN - SCOPUS:84952505008
SN - 0748-4623
VL - 4
SP - 153
EP - 158
JO - Journal of Professional Services Marketing
JF - Journal of Professional Services Marketing
IS - 2
ER -