Marketing Segmentation, Targeting, And Positioning for Acadia University
This article reviews the marketing strategies for Acadia University, one of the higher education institutions that are trying to shine in the education sector. The article starts by identifying key issues related to the institution and thereafter evaluates and assesses the external and internal marketing situations. The paper also looks at some of the possible marketing strategies which the institution can employ to effectively segment, capture and penetrate its target market.
Acadia University was founded in 1838 and was one of the largest colleges in the Maritime colonies at the time. Acadia University is driven by the mission of providing rigorous and personalized yet liberal education. To this end, the university aims to promote a respectful and robust scholarly community and inspire students to become critical thinkers.
The university is perceived by many market analysts to focus more on customer needs and specifically the students, more especially after it shifted its focus to online marketing campaigns and developed new degree programs. In an attempt to address its customer needs satisfactorily, the institution launched a marketing strategy that involved dividing its clients and target customers into segments taking into account their respective financial positions, lifestyles and geographical position. In addition, Acadia University has diversified its product lines and has introduced new products including open distance learning.
Marketing Segmentation, Targeting, and Positioning for Acadia University
Segmentation, targeting and positioning strategy for Acadia University comprise of a three-stage process. The first stage entails determining what kinds of customers exist in the market, which is the education sector. The second stage revolves around determining which category of customers it can best serve and the last stage is all about implementing segmentation by optimizing services and products for the chosen market segment and communicating the choice. Segmentation basically involves the University finding out what kind of customers exits...
S. with significant language barriers that severely complicate their employment prospects. Therefore, it is suggested that Acadia launch a promotional campaign targeting this population in conjunction with the establishment of a series of English Language for Foreign Professional program to capitalize on this market. High School Recruitment and University Fairs The current economic crisis in the U.S. has opened up a tremendous opportunity for higher education institutions that offer high-quality and comprehensive
Prospective students interested in pursuing a degree in a new field should be able to review a clear outline of the options available in that regard. However, all promotional materials should also cater to prospective students who need to fulfill specific courses to obtain certifications or other employment-specific skills without burdening them with unnecessary program requirements if they wish to tae only individual courses. Furthermore, to the extent any
In terms of the above, it can therefore be summarized that the university makes use not only of its existing, timeless, and historical resources to provide students with an optimal education, but it also engages in continual improvements in terms of its technological and communications setup to help an increasing amount of students fulfill their dreams of excellence in education. Industry Analysis The industry analysis is conducted according to Porter's five forces.
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