Using a geographic information system to develop a marketing geographic segmentation model for Continuing Education programs

As the colleges' internal and external environment becomes more complex, mass marketing is no longer a viable marketing practice for continuing education programs. To become and remain competitive, colleges offering Continuing Education (CE) programs need to rely on flexibility and adaptation to increase their enrollments. In many businesses, markets are increasingly segmented, while individual lifestyles replace mass consumption. Adapted from retail business and presented here, a marketing model with market segmentation approach is developed to increase the enrollment while reducing the marketing costs. Using a Geographic Information System, the model examines the geographical and demographic patterns of CE students in order to identify areas with the greatest potential for attracting prospective students. The site under study is located in the Bronx, New York.;Unlike the current mass mailing advertisement practices which are expensive and ineffective, the model divides the Bronx into three market segments (primary, secondary, and tertiary) for Lehman College CE. The market demand, size, and geographic boundaries are different for each market segment allowing direct target marketing. The primary segment is an area within one-mile radius around Lehman College and is projected to commonly attract working female between 30 to 49 years of age and within a certain income per household. Although the personal development types of CE classes are more popular among the individuals from the primary market area, other CE courses are marketable in this area as well. Beyond the one-mile radius, the effect of demographic characteristics is less observed; however, access to public transportation becomes essential in the secondary and tertiary market areas. In the secondary and tertiary market areas, the workforce development training programs are more appealing as the unemployment rate increases and income per household decreases in this area.;Given the role of geographic, economic, and demographic characteristics in CE enrollment as well as the dynamic settings of CE programs, the market segmentation advertisement becomes a vital marketing practice for CE practitioners. Making changes in our practices is always accompanied with a great deal of uncertainty. This study is intended to help overcome such anxiety among individuals who are making marketing decisions for CUNY CE programs.