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Market segmentation and positioning: matching creativity with fiscal responsibility
The Journal of Continuing Education in the Health Professions
|December 10, 1988
Summary
This study introduces market segmentation and positioning for nursing continuing professional education (CPE) program development. These strategies enhance program management and success beyond traditional needs assessments.
Area of Science:
- Nursing Education
- Higher Education Administration
- Marketing Strategy
Background:
- Traditional needs assessments often limit the scope and success of continuing professional education (CPE) programs.
- University-based academic enterprises require innovative approaches for program development.
Purpose of the Study:
- To describe a novel approach for developing nursing CPE programs.
- To leverage market segmentation and positioning concepts within a university setting.
Main Methods:
- Application of market segmentation principles to identify distinct learner groups.
- Utilization of positioning strategies to tailor program offerings.
- Integration of these marketing concepts into the academic CPE program development process.
Main Results:
- Academic CPE programs can be designed to be more successful and better managed.
- Moving beyond traditional needs assessment leads to improved program outcomes.
- Market-driven strategies enhance the relevance and appeal of nursing CPE.
Conclusions:
- Market segmentation and positioning offer a robust framework for nursing CPE program development.
- This approach facilitates the creation of more effective and strategically managed educational initiatives.
- University-based CPE programs can achieve greater impact through the adoption of marketing principles.