Market Segmentation: Avoiding a one-size fits-all education

About this report

Student choice is at the heart of Higher Education Reform. But offering better choices to students also means avoiding a one-size fits all education and designing relevant approaches that can be tailored to the different needs, attitudes and expectations of today's students.

This report offers in-depth insight into students' lives and personalities and offers recommendations to innovate the marketing function so it can more effectively design student attraction campaigns using market segmentation. The report also offers innovative solutions to curriculum designers, heads of employability, and career services so that they can upgrade their educational offer and, in particular, understand how to persuade each unique segment into gaining work experience while at university.

Based on a survey and qualitative research with a representative sample of university students in the UK, the report describes six distinct segments of the UK university population. It offers full segment descriptions and infographics and shows how the six segments are different among each other but have similar characteristics within themselves: These include: the influence of background in students' career choices, health and emotional stability, personality style, employment readiness, socialisation and social media usage, social consciousness, future plans and expectations, and work preferences. The insights from the segmentation combined with our own expertise in applying tailored service innovation are uniquely used to derive our recommendations.

Get this report to design a credible marketing and employability strategy. Apply a proven business approach successfully used in the field of marketing and service development and raise your profile in your university.

 

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