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Degree Upgrades: A New Service, a New Market and a New Strategy for Higher Education

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  • Keith Adler

Abstract

A proposed new educational service, the degree upgrade, is targeted toward a new market segment for higher education, graduates who are not seeking advanced degrees. The degree upgrade is accompanied by a new marketing strategy that attempts to build a continuing relationship with the new segment of graduates. Several advantages are achieved by the combined targeting strategy and the upgrade concept, (1) In combination, degree upgrades and the new targeting strategy aim at a sizable market segment that has not been effectively targeted in the past. (2) Economic benefits are strong because the service and strategy builds a continuous and increasing demand for educational services from a market segment that steadily increases in size. (3) The service and strategy redefines traditional concepts of “Lifelong Learning” and “Continuing Education” and suggests the upgrade concept creates more urgency among target market members. The purpose of this discussion is to initiate dialogue about the new service and strategy. Many questions are raised; some are unanswered.

Suggested Citation

  • Keith Adler, 1998. "Degree Upgrades: A New Service, a New Market and a New Strategy for Higher Education," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 9(1), pages 11-24, March.
    • Handle: RePEc:taf:jmkthe:v:9:y:1998:i:1:p:11-24
    DOI: 10.1300/J050v09n01_02
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