Your Marketing Research Class Has Been Charged With Increasi

Your Marketing Research Class Has Been Charged With Increasing Enrollm

Your Marketing Research class has been charged with increasing enrollment at Rasmussen College. There are several markets worthy of targeting, including those in the military, minorities, millennials, and baby boomers. For your initial post, select two markets for the College and answer the following questions: How would each of these markets increase enrollment? Which steps in the marketing research process would you use to get started? For your reply post, discuss how you feel your classmates' suggestions would increase enrollment.

Paper For Above instruction

Increasing enrollment at Rasmussen College requires a strategic approach tailored to specific target markets. This paper explores two promising markets—military personnel and minority students—and examines how focusing on these groups can enhance enrollment numbers. Additionally, it outlines the steps in the marketing research process necessary to effectively target these audiences.

Target Markets: Military Personnel and Minority Students

The military demographic presents a unique opportunity for Rasmussen College due to the availability of educational benefits such as the GI Bill and the desire for flexible, career-oriented education. Military personnel often seek programs that accommodate their mobility, irregular schedules, and desire for career advancement. By tailoring marketing efforts to veterans and active-duty service members, the college can increase enrollment among those seeking to transition into civilian careers through relevant educational programs.

Conversely, minority students, including African American, Hispanic, Asian, and other ethnic groups, often face barriers to higher education, including economic challenges and lack of tailored support. By addressing these barriers and emphasizing inclusive, culturally responsive marketing and support services, Rasmussen College can attract minority students eager to improve their socio-economic status through higher education.

Strategies to Increase Enrollment in These Markets

For military personnel, the college should emphasize the flexibility of online courses, credit transferability, and career services tailored to veterans. Establishing partnerships with military organizations and veteran associations can also raise awareness and credibility. Promotions highlighting success stories of veteran alumni and offering military-specific scholarships can motivate enlistment in educational programs.

Targeting minority students requires culturally relevant marketing that showcases diverse student success stories and addresses specific challenges faced by these groups. Providing scholarships, mentorship programs, and community partnerships with minority-serving organizations can serve as effective outreach strategies. Additionally, utilizing bilingual marketing materials and employing staff who understand cultural nuances can improve engagement.

Steps in the Marketing Research Process

Initiating research to understand these markets involves several steps. First, defining the problem—identifying low enrollment figures among these groups—and setting clear research objectives are essential. Second, conducting secondary research involves analyzing existing data on military and minority populations, including demographic statistics, educational attainment levels, and cultural considerations.

Third, designing primary research—such as surveys or focus groups—helps gather specific insights into the needs, preferences, and barriers faced by these groups. Fourth, collecting and analyzing data enables the college to identify targeted messaging, preferred communication channels, and program offerings that resonate with each market.

Finally, interpreting the findings allows the development of tailored marketing strategies. Continuous monitoring and feedback mechanisms should be established to measure effectiveness and refine efforts over time.

Conclusion

By focusing on the military and minority markets, Rasmussen College can strategically increase enrollment through tailored marketing initiatives informed by comprehensive research. Applying structured steps in the marketing research process ensures that efforts are data-driven, culturally sensitive, and aligned with the specific needs of each group. Effective targeting and research will position the college as a preferred choice for diverse student populations seeking flexible, career-oriented education.

References

  • Henry, S. (2022). Marketing Strategies for Higher Education. Academic Press.
  • Keller, K. L. (2016). Marketing Management (15th ed.). Pearson.
  • Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.
  • Rasmussen College. (2023). About Us. Retrieved from https://www.rasmussen.edu/about-us/
  • U.S. Department of Education. (2022). Federal Student Aid: Military Beneficiaries. Retrieved from https://studentaid.gov/resources/for-military-veterans
  • United Negro College Fund. (2021). Supporting Minority Students in Higher Education. UNCF Reports.
  • U.S. Census Bureau. (2022). American Community Survey Data. Retrieved from https://www.census.gov/programs-surveys/acs
  • Williams, R. (2020). Cultural considerations in higher education marketing. Journal of Higher Education Outreach and Engagement, 24(3), 45-60.
  • Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2018). Services Marketing: Integrating Customer Focus Across the Firm (7th ed.). McGraw-Hill Education.
  • Yamamoto, K., & Tamura, R. (2019). Strategies for increasing minority student enrollment in colleges. Educational Marketing Quarterly, 28(4), 205-222.

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