ACU's segmentation study

Image of pencils.


Last year the Marketing Insights team, within Marketing and External Relations, developed a segmentation of Higher Education Students in Australia.

The segmentation study was a motivational segmentation, which means we were looking for commonalities in the deep-seated reasons, values and motivations that students seek to have met by entering into higher education.

The study was a core component of the development of our brand strategy as it ensured our brand direction was aligned with the needs of our students.

A key part of the segmentation study was also the development of material to help staff across the University familiarize themselves with the segments that were identified.

An online segmentation tool has been created to help staff learn more about each of these segments.

This interactive tool is designed to connect you with the Market Segments we have identified.

In particular, we would like staff to familiarize themselves with the ACU priority segments: Connected Altruists and Motivated Achievers.

These priority segments have been identified as being most committed to ACU and aligned with the ACU Brand strategy.

If you have any questions about the segmentation study or the online segmentation tool, please contact Fiona Collison, Marketing Insights Strategist, on x3433.


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