Understanding Individual Differences in University Undergraduates: A Learner Needs Segmentation Approach

The purpose of this study was to use the marketing concept of segmentation in a post-secondary context in order to gain a better understanding of undergraduate students. Most post-secondary institutions segment their learners in traditional ways based on demographic characteristics such as age, year of program, gender, special needs, and grade point average. The establishment of identifiable learner-based segments is a unique, and arguably a critical, first step which can be of benefit to institutions as they develop recruitment strategies and academic programs that best serve the needs of their unique mix of undergraduate learners.Partners in Planning and focuses upon strategic development and transformation in the public and not-for-profit sectors, marketing, and product introduction