Knowing Your Market:

Whether students are working or not is one effective basis for segmenting the student market. This investigation suggests that working college students use sophisticated methods for balancing their GPA, course load, and workload. An understanding of how they do this can help colleges and universities better serve this important market segment and reap the benefits of having this market perceive the school more positively because of it being more sensitive toward, and understanding of, the needs of working students.