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Customer Segments On The Higher Education Market

Author

Listed:
  • Iuliana Pârvu

    (Spiru Haret University, Romania)

  • Dragos Mihai Ipate

    (Spiru Haret University, Romania)

Abstract

The last decades have marked a boom in university education worldwide. An increasing share of secondary school graduates continue their education at tertiary level, in the hope of higher future salaries and better career opportunities. On the other hand, the ever-increasing supply of educational services has led to an increasing heterogeneity of services offered by higher education institutions. Students can choose between different fields of study, between different universities, prestigious, between different modes of study etc. The alternatives also differ in terms of tuition fees and salaries expected after graduation. In this context, understanding the determinants of student choice becomes essential for forecasting and designing the services provided by higher education institutions. This paper addresses the issue of segmentation in the higher education market - a component of the research field of higher education marketing, which is still in a pioneering stage

Suggested Citation

  • Iuliana Pârvu & Dragos Mihai Ipate, 2022. "Customer Segments On The Higher Education Market," Management Strategies Journal, Constantin Brancoveanu University, vol. 56(2), pages 141-147.
    • Handle: RePEc:brc:journl:v:56:y:2022:i:2:p:141-147
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    File URL: http://www.strategiimanageriale.ro/papers/220202.pdf
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    References listed on IDEAS

    as
    1. Lafuente-Ruiz-de-Sabando, Amaia & Zorrilla, Pilar & Forcada, Javier, 2018. "A Review Of Higher Education Image And Reputation Literature: Knowledge Gaps And A Research Agenda," European Research on Management and Business Economics (ERMBE), Academia Europea de Dirección y Economía de la Empresa (AEDEM), vol. 24(1), pages 8-16.
    2. Allyson Flaster, 2018. "Kids, College, and Capital: Parental Financial Support and College Choice," Research in Higher Education, Springer;Association for Institutional Research, vol. 59(8), pages 979-1020, December.
    3. Martin Henson, 2016. "Taxonomies of Internationalization for Higher Education," World Scientific Book Chapters, in: Ovidiu Nicolescu & Lester Lloyd-Reason (ed.), Challenges, Performances and Tendencies in Organisation Management, chapter 8, pages 67-78, World Scientific Publishing Co. Pte. Ltd..
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    More about this item

    Keywords

    higher education; marketing; market segmentation;
    All these keywords.

    JEL classification:

    • D4 - Microeconomics - - Market Structure, Pricing, and Design
    • D47 - Microeconomics - - Market Structure, Pricing, and Design - - - Market Design
    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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