For the second project of the Search Marketing class, the students were asked to create a mind map which asks to identify a
Given that 90% of enrolled students have used the Internet to research higher education institutions, we could assume that a certain percentage among them conducted their research on mobile. What are some approaches that you could take to segment prospective students interested in pursuing NYU’s Certificate in Digital Marketing? What specific sets of data you will be looking for to know this audience in order to reach them on mobile?
1. I would look through the NYU database to gather information of students who have considered taking a course or have at least taken one. Next I would segment it into the groups have not taken one course but has expressed an opinion, has taken one course but dropped out, in the middle of earning the certificate, completed the certificate, has tried to earn a similar certificate with either NYU or similar schools around the same location. This would be tested through a random sample survey in order to decrease bias. The survey would be complete with closed ended surveys to prevent non responses.
2. I would first begin to look at demographics
Why does the person want to complete the certificate
How does the person typically conduct research
What devices do they typically use
What device did they use to research the school
Do they find the device they typically use to research opportunities efficient
How long did they take to research the school
How they feel towards the use of technology versus the use of traditional methods of conducting research