Market growth strategies for mba programs

Mary F. Mobley, Ralph L. Elkins

Research output: Contribution to journalArticlepeer-review


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
Issue number2
StatePublished - May 26 1989

ASJC Scopus subject areas

  • Business, Management and Accounting (miscellaneous)


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