Unique challenges of segmentation and differentiation for higher education

In the numerous studies of segmentation for higher education marketing, the primary focus has been on segmenting students. In fact, universities serve a diverse audience that includes parents, employers, alumni, donors, and other members of society. The primary purpose of this study is to explore the extent to which universities must attempt to simultaneously target multiple diverse segments with the same basic market offering. Three research questions were addressed: whether different demographic groups are different segments, whether the priorities of these groups are complementary or conflicting, and whether there are significant subsegments within these groups. To answer these questions, groups of parents, college-bound high school students, employers, alumni, and donors were surveyed concerning the importance of a variety of different university attributes. Different groups were found to have significantly different priorities, creating unique segments. The good news for university marketing is that segment differences were complementary, rather than conflicting.