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Recommendations for Strategic Enrollment Management & MarketingSetting Marketing GoalsStrategic enrollment management requires identifying and
recruiting students from specific target markets.
The notion of selecting a market may seem troubling because of the
implication that certain groups of individuals will be left out.
This is not necessarily the case, although choices of how, when, and
where to spend resources must be made. By
purposefully identifying multiple markets for adult education, rather than
trying to serve everyone in the same way, more individuals can be served more
effectively. Our research indicates
that the potential market for adult education in the state is a diverse one and
effective marketing will require a “marketing mix” of services and message.
Target markets are selected by analyzing and forecasting demand,
identifying market segmentation, and positioning the “product” within the
marketplace. The following section will discuss how these marketing
concepts might be applied to adult education.
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