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Marketing to the mature learner: exploring the role of webcommunications

Durkin, Mark, filbey, L and McCartan-Quinn, Danielle (2013) Marketing to the mature learner: exploring the role of webcommunications. The Service Industries Journal, 33 . pp. 1-15. [Journal article]

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DOI: 10.1080/02642069.2013.763342

Abstract

At a time of great change within the higher education sector, this paper focuses on thechallenges facing marketers in the UK’s higher education industry. Specifically, theresearch identifies the extent to which university marketing managers are consciousof the importance of market segmentation particularly with regard to the growingmature learner segment, and to what extent such marketers are using the web toengage and influence this older segment. The evidence presented in this studysuggests that the sample universities display an inadequate state of readiness torespond to the marketing challenges arising in the changing environment and thatthe opportunity to influence the growing and affluent mature learner market throughonline communication remains largely unexploited. A general lack of a marketingorientation within the sector prevails.Keywords: mature learner; web communication; higher education

Item Type:Journal article
Faculties and Schools:Ulster Business School > Department of Marketing, Entrepreneurship and Strategy
Ulster Business School
Research Institutes and Groups:Business and Management Research Institute
ID Code:26345
Deposited By: Mrs Karen Surgeoner
Deposited On:13 Aug 2013 08:12
Last Modified:13 Sep 2017 14:15

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