An exploratory study of strategic approach to target marketing segmentation of Australian and international students marketing strategy in higher education

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Title: An exploratory study of strategic approach to target marketing segmentation of Australian and international students marketing strategy in higher education
Author(s): Mitsis, Ann; Foley, Patrick
Abstract: This paper presents a new approach to higher education student segmentation of Australian and international students. It does this by investigating the relative effects of actual and perceived learning environment motivational elements of good teaching and intellectual motivation, on the course satisfaction perception of domestic and international students at an Australian university. An important finding is that intellectual motivation mediates the relationship between good teaching and course satisfaction, thus identifying a new segmentation grouping: intellectual motivation.
Publication type: Journal article
Research centre: Swinburne University of Technology
Source: Journal of International Marketing and Exporting, Vol. 16, no. 1 (2011), pp. 26-40
Publication year: 2011
FOR Code(s): 1505 Marketing; 150501 Consumer-Oriented Product or Service Development; 150503 Marketing Management (incl. Strategy and Customer Relations)
Keyword(s): Australia; Business students; Higher education; Intellectual motivation; International students; Learning environment; Market segmentation; Teaching; Universities
Publisher: Academy of World Business, Marketing and Management Development
ISSN: 1324-5864
Publisher URL: http://www.academyofworldbusiness.com/jime.html
Peer reviewed