Orgs3247 Assignment 1 Current Marketing Strategy

Current Marketing Strategy

The current segmentation strategy that is being used by Nipissing University is number four; where “the firm may decide to market to more than one segment and design a separate marketing mix for each” (Peter & Donnelly, 2015). Nipissing currently have students right out of high school and mature students (which includes adults returning to school or students who have already completed another type of education). In order to appeal to each type of individual, they have to advertise their school differently; just as the advertisement that Algonquin College received, was posters within the school advising students that they can obtain their degree in one extra year as well as the professors at Algonquin would bring up Nipissing as an alternative to finishing the advanced diploma. This marketing would be different then the advertising that Nipissing use in order to attract high school students (who have been living in North Bay or in other provinces within Canada). Even the marketing that would be reaching the students in North Bay would be different from those in other provinces.

Current Marketing Bases

The current segmentation bases that Nipissing University are using to market their school includes demographics, geographic, behaviour and combined. The demographics include age; Nipissing is targeting the high school students, which range in the age of seven-teen to nineteen, students currently enrolled at Lambton College, St Clair College, Algonquin College, Centennial College or Niagara College who are close to completing their three year diploma who might enroll in the college partnership program. Nipissing also addresses the adults that might wish to further their education; the ages of these individuals would range from thirty to sixty. The other demographics that are used include the education of people; ranging from high school, to college to people who have zero post-secondary education but are mature students. Nipissing University uses geographic as a base because they would, most likely, be able to get more people to enroll in a program that already live in North Bay rather than getting several students from Vancouver to move to North Bay, not saying that there are none but there are probably more students that grew up where the main campus is located. They are also targeting students in those two cities that Nipissing shares the College Partnership program with and Nipissing would also want to advertise their programs to students within Canada who might be looking for a new experience. Nipissing also uses behavior as a base of their advertising because almost every person within Canada are using social media therefore what better way to reach the biggest amount of people. By using social media, they are able to hit generally the younger generation that spends about 4.7 hours (Chang, 2015) a day on social media. The university also uses a combined approach; more specifically the psychographics, which includes the achievers and strivers who are aiming to complete a higher education, more specifically within there, specialized programs (such as their educational