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Marketing to the mature learner: exploring the role of web communications

Durkin, Mark, Filbey, Leanne and McCartan-Quinn, Danielle (2014) Marketing to the mature learner: exploring the role of web communications. The Service Industries Journal, 34 (1). pp. 56-70. ISSN 1743-9507

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At a time of great change within the higher education sector, this paper focuses on the challenges facing marketers in the UK's higher education industry. Specifically, the research identifies the extent to which university marketing managers are conscious of the importance of market segmentation particularly with regard to the growing mature learner segment, and to what extent such marketers are using the web to engage and influence this older segment. The evidence presented in this study suggests that the sample universities display an inadequate state of readiness to respond to the marketing challenges arising in the changing environment and that the opportunity to influence the growing and affluent mature learner market through online communication remains largely unexploited. A general lack of a marketing orientation within the sector prevails.

Item Type: Article
Subjects: L Education > LC Special aspects / Types of education > LC5201 Education extension. Adult education. Continuing education
H Social Sciences > HF Commerce > Marketing > e Marketing
Divisions: School of Business > Staff Research and Publications
Depositing User: Caoimhe Ni Mhaicin
Date Deposited: 06 Nov 2017 17:25
Last Modified: 06 Nov 2017 17:25

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