Product details

By continuing to use our site you consent to the use of cookies as described in our privacy policy unless you have disabled them.
You can change your cookie settings at any time but parts of our site will not function correctly without them.
Published by: Allied Business Academies
Originally published in: "Academy of Marketing Studies Journal", 2015
Length: 17 pages

Abstract

Doctoral education is entering into a new era characterized by both growing demand and substantial challenges. Consequently, although significant opportunities for increasing the innovation, accessibility, and delivery of doctoral programs exist, those opportunities must be carefully evaluated to enhance the viability and sustainability of the programs. To help address that need, this paper extends the current literature by adapting the classic market analysis model to higher education. Aaker's (2014) dimensions of market analysis are used to develop a strategic framework for identifying opportunities in the doctoral education market. In addition, specific examples of types of data required and their sources are identified for each of the framework dimensions.

About

Abstract

Doctoral education is entering into a new era characterized by both growing demand and substantial challenges. Consequently, although significant opportunities for increasing the innovation, accessibility, and delivery of doctoral programs exist, those opportunities must be carefully evaluated to enhance the viability and sustainability of the programs. To help address that need, this paper extends the current literature by adapting the classic market analysis model to higher education. Aaker's (2014) dimensions of market analysis are used to develop a strategic framework for identifying opportunities in the doctoral education market. In addition, specific examples of types of data required and their sources are identified for each of the framework dimensions.

Related