Professional paper
https://doi.org/10.51650/ezrvs.15.1-2.10
HIGHER EDUCATION MARKET SEGMENTATION
Boris Marjanović
orcid.org/0000-0002-1132-6079
; Istrian University of Applied Sciences
Marino Učeta
Abstract
The paper analyzes the issue of identification of market segments in the higher education market. Segmentation is an important tool in achieving competitive advantage especially in mature and highly competitive markets. The higher education market is highly competitive especially in recent times when borders are open and student mobility is extremely accessible and easy to achieve. The market is open and every foreign higher education institution is a serious competitor to the domestic ones in the Republic of Croatia. This research established the existence of seven specific market segments in the higher education market in Croatia based on one of the behavioral criteria, specifically on the benefit criterion. Based on the established factors, Croatian higher education institutions can adjust their own educational service with regard to the specifics of the targeted segments, which can give them an advantage over other competitors in the market.
Keywords
marketing in higher education, higher education services, benfit segmentation.
Hrčak ID:
260140
URI
Publication date:
4.7.2021.
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