Choice-Based Segmentation As an Enrollment Management Tool

ABSTRACT

This article presents an approach to enrollment management based on target marketing strategies developed from a choice-based segmentation methodology. Students are classified into “switchable” or “non-switchable” segments based on their probability of selecting specific majors. A modified multinomial logit choice model is used to identify “switchable” students and provides insight into the attributes that influence their choice.

KEYWORDS:

• Target marketing
• segmenting
• marketing strategy
• enrollment management