HIGHER EDUCATION MARKET SEGMENTATION
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 whe...
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| Format: | Article |
| Language: | English |
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Šibenik University of Applied Sciences
2021-07-01
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| Series: | Elektronički Zbornik Radova Veleučilišta u Šibeniku |
| Subjects: | |
| Online Access: | https://hrcak.srce.hr/index.php?show=clanak&id_clanak_jezik=378359 |
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| _version_ | 1841563623569227776 |
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| author | Boris Marjanović Marino Učeta |
| author_facet | Boris Marjanović Marino Učeta |
| author_sort | Boris Marjanović |
| collection | DOAJ |
| description | 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. |
| format | Article |
| id | doaj-art-7779b3d5d3d74714ac12f8d0f8452d36 |
| institution | Kabale University |
| issn | 1846-6699 1846-6656 |
| language | English |
| publishDate | 2021-07-01 |
| publisher | Šibenik University of Applied Sciences |
| record_format | Article |
| series | Elektronički Zbornik Radova Veleučilišta u Šibeniku |
| spelling | doaj-art-7779b3d5d3d74714ac12f8d0f8452d362025-01-02T23:40:57ZengŠibenik University of Applied SciencesElektronički Zbornik Radova Veleučilišta u Šibeniku1846-66991846-66562021-07-01151-2151169https://doi.org/10.51650/ezrvs.15.1-2.10HIGHER EDUCATION MARKET SEGMENTATIONBoris Marjanović0Marino Učeta Istrian University of Applied SciencesThe 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.https://hrcak.srce.hr/index.php?show=clanak&id_clanak_jezik=378359marketing in higher educationhigher education servicesbenfit segmentation. |
| spellingShingle | Boris Marjanović Marino Učeta HIGHER EDUCATION MARKET SEGMENTATION Elektronički Zbornik Radova Veleučilišta u Šibeniku marketing in higher education higher education services benfit segmentation. |
| title | HIGHER EDUCATION MARKET SEGMENTATION |
| title_full | HIGHER EDUCATION MARKET SEGMENTATION |
| title_fullStr | HIGHER EDUCATION MARKET SEGMENTATION |
| title_full_unstemmed | HIGHER EDUCATION MARKET SEGMENTATION |
| title_short | HIGHER EDUCATION MARKET SEGMENTATION |
| title_sort | higher education market segmentation |
| topic | marketing in higher education higher education services benfit segmentation. |
| url | https://hrcak.srce.hr/index.php?show=clanak&id_clanak_jezik=378359 |
| work_keys_str_mv | AT borismarjanovic highereducationmarketsegmentation AT marinouceta highereducationmarketsegmentation |