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Market growth strategies for mba programs

  • Mary F. Mobley(corresponding author)
    ,
  • Ralph L. Elkins
*Corresponding author for this work
  • Medical College of Georgia
    ,
  • VA Medical Center
Scholary Output:
Contribution to journal
Article
 Peer-review

Abstract

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.

Publication Information

Output type

Scholary Output:
Contribution to journal
Article
 Peer-review

Original language

English (US)

Pages from-to (Number of pages)

Pages 153-158 (6 pages)

Journal (Volume, Issue Number)

Journal of Professional Services Marketing (Volume 4, Issue 2)

Publication milestones

  • Published - 05/26/1989

Publication status

Published - 05/26/1989

ISSN

0748-4623

Publication IDs

  • Scopus: 84952505008

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Funding Details

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.
FunderFunding numbers
the Veterans Administration Medical Research Service
-