Segment profiling
Reducing Strategic Risk in Higher Education Management
Bibliographic Data
| ID | 4749045 |
|---|---|
| Authors | Jennifer Rindfleish (University of New England, corresponding author), Jennifer M Rindfleish |
| Year | 2003 |
| Volume | 25 |
| Issue | 2 |
| Pages | 147-159 |
| Publication date | 2003-11-01 |
| Peer Reviewed | Yes |
| Open Access | No |
| Type | ARTICLE |
| Venue | Journal of Higher Education Policy and Management (JOURNAL) |
| Journal identifiers | ISSN: 1360-080X • E-ISSN: 1469-9508 |
| Publisher | Informa UK Limited (PUBLISHER • GB) |
| DOI | 10.1080/1360080032000122624 |
| OpenAlex | W2091129022 |
| Language | EN |
| Citations received | 6 |
Over the last decade higher education institutions in Australia have moved towards a model of 'managerialism' due predominantly to changes in government funding policies. As a consequence of the need to compete with other universities for students, university managers have increasingly focused upon marketing techniques used in for-profit organisations to attract and retain students. This paper focuses on the question of whether, and in what ways, the marketing technique of segment profiling can be effectively employed to measure the potential of new market segments and the viability of strategic planning goals in the higher education sector. Geo-demographic data from the student database of a regional Australian university were cross-matched with segment profiling data from a nearby regional centre to ascertain the viability of the region for the establishment of an undergraduate 'satellite' campus. The results of the study show that the technique is useful in reducing the risk of specific strategic planning goals by identifying the potential of new market segments and streamlining target marketing practices. The implications of these findings are discussed with reference to the future success of strategic planning goals achieved by managers in higher education
Business · Economic growth · Economics · Government (linguistics · Higher education · Managerialism · Market segmentation · Political science · Profiling (computer programming · Public relations · Strategic planning · Computer Science · Customer Service Quality and Loyalty · Organizational Strategy and Culture · Strategic Planning and Analysis · Marketing
| Unique citing works | 6 |
|---|---|
| Citations per year | 0,3 |
| Citation span | 2006 - 2025 (20) |
| Citation velocity | recent |
| Highly cited | No |
| Citation types | Neutral: 6 |