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You Still Can: Recruiting mature students into higher education

Author

Listed:
  • Turton, David

Abstract

This paper describes a successful higher education recruitment campaign that increased student numbers by analysing customer data and devising a strategy based on the motivations and barriers of key groups. Readers should gain inspiration to analyse their audience using various market research techniques and turning this into actionable insight, delivering tactical multichannel marketing campaigns to compel a relevant audience. The paper also shows various case studies of students from this market segment, showing the human element of the campaign.

Suggested Citation

  • Turton, David, 2018. "You Still Can: Recruiting mature students into higher education," Journal of Education Advancement & Marketing, Henry Stewart Publications, vol. 3(3), pages 229-240, December.
    • Handle: RePEc:aza:jeam00:y:2018:v:3:i:3:p:229-240
    as

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    More about this item

    Keywords

    campaign management; student recruitment; marketing insight; customer insight; market research;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

    Statistics

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