Article
A market analysis framework for business doctoral education opportunities
Academy of Marketing Studies Journal
(2015)
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.
Disciplines
Publication Date
2015
Citation Information
Mary F. Calegari, Robert E. Sibley and Marlene E. Turner. "A market analysis framework for business doctoral education opportunities" Academy of Marketing Studies Journal Vol. 19 Iss. 3 (2015) p. 73 - 90 ISSN: 10956298 Available at: http://works.bepress.com/robert_sibley/10/