Market Segmentation in Higher Education

Abstract

This chapter's primary focus is to investigate the multifaceted nature of variables that influence the enrollment procedure in private educational institutions. A comprehensive analysis of various elements, including teaching faculty, curriculum quality, and infrastructure, reveals their significant impact on students' choices when choosing a college or university. However, with the rapid proliferation of digital technologies, online marketing has become a crucial factor in attracting potential students. As such, this study seeks to identify and evaluate these factors to enable higher education administrators to design tailored strategies and enhance their institutional competitiveness. This chapter also delves deeper into predictive analytics and how they assist in crafting personalized learning experiences. Additionally, this book chapter discusses strategies for student retention and the important discusses strategies for student retention and the importance of continuous improvement. Ethical considerations in data usage will be a central theme throughout the chapter.