Market Segmentation of Industry-Education Partnership Classes

DOI

10.2991/coema-17.2017.47How to use a DOI?

Keywords

market segmentation; industry-education partnership

Abstract

Batam State Polytechnic has just opened industry-oriented classes in 2015. These classes are manifestation of industry-education partnerships for mutual benefits. Because they are relatively new, the management of Batam State Polytechnic does not have the right marketing strategy to attract prospective students for this class, consequently, the number of recruited students did not meet the quota provided and the number of applicants was still far below the number of applicants on other campuses. The management of Batam State Polytechnic was forced to open more than two batches of recruitment although this action caused a delay to academic activities. The author believed Batam State Polytechnic failed in formulating its marketing strategy so that the attractiveness of partnership class did not reach the right market segment. Data collection is done through survey and documentation study on registration file of all students of cooperation class at Batam State Polytechnic using census sampling. This data were analyzed quantitatively using cluster analysis using K-means cluster with SPSS program. The cluster result is used to know the segmentation of the largest market. This study found that the largest segment has the following characteristics: (1) have a home address in Batam, (2) come from public senior high school, 3) study non-aviation majors in high school, (4) come from high school in Batam, and (5) age when entering college 18-19 years. Thus, marketing strategy should focus on this group via promotion to some significant schools in Batam. Promotion via newspaper is less effective than official website and word of mouth. Promotion should begin as soon as possible as this action will attract more prospective students.

Copyright

© 2017, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Dwi Dwi Kartikasari
PY  - 2017/08
DA  - 2017/08
TI  - Market Segmentation of Industry-Education Partnership Classes
BT  - Proceedings of the 2nd International Conference on Educational Management and Administration (CoEMA 2017)
PB  - Atlantis Press
SP  - 272
EP  - 276
SN  - 2352-5428
UR  - https://doi.org/10.2991/coema-17.2017.47
DO  - 10.2991/coema-17.2017.47
ID  - DwiKartikasari2017/08
ER  -