Proceedings of the 2nd International Conference on Educational Management and Administration (CoEMA 2017)

Market Segmentation of Industry-Education Partnership Classes

Authors
Dwi Dwi Kartikasari
Corresponding Author
Dwi Dwi Kartikasari
Available Online August 2017.
DOI
https://doi.org/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.
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Proceedings
2nd International Conference on Educational Management and Administration (CoEMA 2017)
Part of series
Advances in Economics, Business and Management Research
Publication Date
August 2017
ISBN
978-94-6252-378-4
ISSN
2352-5428
DOI
https://doi.org/10.2991/coema-17.2017.47How to use a DOI?
Open Access
This is an open access article distributed under the CC BY-NC license.

Cite this article

TY  - CONF
AU  - Dwi Dwi Kartikasari
PY  - 2017/08
DA  - 2017/08
TI  - Market Segmentation of Industry-Education Partnership Classes
BT  - 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  - https://doi.org/10.2991/coema-17.2017.47
ID  - DwiKartikasari2017/08
ER  -