When Marketing Really Matters: The Survival of a Russian Post-Graduate Institute

ABSTRACT

The fundamental changes which swept through the former Soviet Union in 1991 and 1992 dramatically affected the system of higher education. Within the space of 12–18 months, institutions which had operated in a completely stable and predictable environment for many years were suddenly required to drastically reconfigure themselves and their curricular offerings in order to survive. This article describes how one such institution applied classical marketing principles of market segmentation and target marketing in order to remake itself into a viable institution in a fundamentally changed environment.

KEYWORDS:

• Russia
• postgraduate
• segmentation
• computers