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Innovative higher education, v.25 no.3, 2001년, pp.183 - 196
Rogers, Gayla (Professor and Dean of the Faculty of Social Work at the University of Calgary) , Finley, Donna (President of Framework&colon) , Kline, Theresa (Partners in Planning and focuses upon strategic development and transformation in the public and not-for-profit sectors, marketing, and product introduction)
The purpose of this study was to use the marketing concept of segmentation in a post-secondary context in order to gain a better understanding of undergraduate students. Most post-secondary institutions segment their learners in traditional ways based on demographic characteristics such as age, year of program, gender, special needs, and grade point average. The establishment of identifiable learner-based segments is a unique, and arguably a critical, first step which can be of benefit to institutions as they develop recruitment strategies and academic programs that best serve the needs of their unique mix of undergraduate learners.
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