Niche Marketing as a Valuable Strategy to Grow Enrollment at an Institution of Higher Education. Issue 3 (2nd September 2022)

• Record Type: Journal Article
• Authors: Barton, Scott W. H.
• Is Part Of: Journal of continuing higher education. Volume 70:Issue 3(2022)
• Page Start: 192
• Page End: 210
• Publication Date: 2022-09-02
• Subjects: Niche marketing -- enrollment strategies -- higher education -- marketing; Continuing education -- Periodicals; Education, Higher -- Periodicals; University extension -- Periodicals; Graduate students -- Periodicals; 374
• DOI: 10.1080/07377363.2021.1925826
• Languages: English
• ISSNs: 0737-7363

Abstract

Abstract: As higher education continues to face declining enrollment and financial pressures from decreased funding, colleges and universities must find innovative ways to differentiate themselves from competing institutions through niche marketing initiatives in an effort to continue meeting the needs and wants of the shifting population of students. Niche marketing is a strategy that can be used in continuing higher education. This qualitative, phenomenological study developed existing research and addressed a gap in the literature as it relates to niche marketing in higher education. The research objective of this study was to illustrate the perceived value of niche marketing in light of the shifting trends in marketing, the increased competition colleges and universities face, and the need to isolate the uniqueness of a university. This study further identified individuals who lead marketing efforts, exploring their perspectives on niche marketing initiatives at their respective institutions and the perceived effectiveness of such initiatives on increasing student enrollment.