Segmentation of Supplementary Post-Graduate Education (Case for a Russian University)
Journal Title: Journal of Emerging Trends in Marketing and Management - Year 2016, Vol 0, Issue 1
Abstract
The process of supplementary education has great influence on the quality of life of modern people. Only continuous perfection of his professional skills will enable a person always to be in demand on the labor market. Modern universities offer a wide range of programs and courses for supplementary post-graduate education. High competition in this field makes the universities identify the most promising directions for training specialists that are required not only in their country but also on international markets. The Marketing department of People's Friendship University (Moscow) in May 2016 conducted a survey to identify the most attractive segments for promoting supplementary post-graduate education. The paper presents a method of the market segmentation and the results of the study. The target of this work is the segmentation (the principle of choosing) of the continuing education market to ascertain the most economically prospective regions and lines of work in the sphere of training and further professional development. The methods of market segmentation are widely known by marketing specialists. They are described in the works of P.Kotler, J.J.Lamben, M.Porter and other known academics in the field of marketing. The author of modern continuing education’s concept is E. Faure. Principles of this concept are taken into account. Nevertheless for specific market segmentation there are specific factors that can be discovered with the method of field market research. The combination of a priori method based on desk research and a posteriori segmentation using mass surveying (questionnaire polls) allows to develop an algorithm for identifying an ideal segment for specific higher education institute.
Authors and Affiliations
Diana Yampolskaya, Olga Vasilyeva, Alexander Zobov
Keywords
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