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Finance & Accounting
Pages 4 (1004 words)
Integration paper Contents MBA Market Place 3 Segmentation 3 Target market 3 Positioning 4 Reason for choosing the University of Liverpool to undergo MBA course 5 Reference 7 Bibliography 7 Briefly describe the bases for segmenting the MBA market place. Identify the target group you believe University of Liverpool has chosen and describe how this is reflected in its positioning.
The key to proper segmentation is to identify the bases that would produce substantial, accessible and measurable segments. Markets are segmented based on variables such as age group, gender and education along with other relevant factors (Lamb, Hair & McDaniel, 2011, p. 262). MBA market place can be segmented as institutional market which is a consumer market and is composed of large number of buyers who purchases in volume quantities. Organisations which are involved in the institutional market include businesses, non profit organisations, schools and universities also (Pride & Ferrell, 2011, p. 251). Therefore the market place of MBA is segment as institutional market comprising of large number of students demanding for more knowledge and better skills. Target market University of Liverpool has segmented its market as institutional buyers forming consisting of large number of members demanding similar kind of needs. Selecting an appropriate target market is important for the institution as it enhances the strategic planning process. The University of Liverpool has targeted the students of high quality and who wants to develop the skills as an effective manager as well as have the urge to become potential leader (University of Liverpool, n.d). ...
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