Market growth strategies for mba programs

Mary F Mobley, Ralph L. Elkins

Research output: Contribution to journalArticle

Abstract

The market segmentation process as applied to academic programs involves dividing a large market with diverse needs into submarkets, or segments, of prospective students with similar needs. Then target markets are selected from these submarkets so recruiting efforts can be tailored to reach each specific group of potential students. One logical approach for identifing MBA market growth opportunities is the analysis of student-academic program strategies. Four basic strategies are discussed, which include market penetration, market development, product development, and diversification. By carefully analyzing these potential growth opportunities, a marketer can make more informed judgements with regard to target market selections.

Original languageEnglish (US)
Pages (from-to)153-158
Number of pages6
JournalJournal of Professional Services Marketing
Volume4
Issue number2
DOIs
StatePublished - May 26 1989

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Growth strategy
Growth opportunities
MBA program
Target markets
Recruiting
Market development
Marketers
Product development
Logic
Market penetration
Product diversification
Market selection
Market segmentation

ASJC Scopus subject areas

  • Business, Management and Accounting (miscellaneous)

Cite this

Market growth strategies for mba programs. / Mobley, Mary F; Elkins, Ralph L.

In: Journal of Professional Services Marketing, Vol. 4, No. 2, 26.05.1989, p. 153-158.

Research output: Contribution to journalArticle

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