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Ten Things You Need to Know about the College Market
New Strategist Publications, Inc., Aug 2008, Pages: 90
Marketing to college students is a challenge. The college market is large and, until recently, has been growing rapidly. But with college costs rising beyond affordability for most families, the size of the market has peaked. In the years ahead, competition in the college market will intensify as the demographics change. Ten Things You Need to Know about the College Market is designed to help you focus your efforts on the most important demographic trends occurring among college students.
This report is meant to fill a gaping hole in business research. Too often, businesses do not understand the basics about their markets. Overwhelmed by the trees—brand names, sales figures, psychographics, etc.—they can miss the forest. When marketers allow details to overwhelm them, they risk ignoring what is most important about their market. This report is meant to provide marketers with the demographic context, a context into which all other market research can be placed.
For those creating programs, policies, or products for college students, this report has the facts you need to jump start your research. Each of the points discussed on the following pages is accompanied by charts and easy-to-read tables, bringing you up to date on the trends. Those who want to delve deeper can access the sources listed at the bottom of each table and in the bibliography. The listed links will take you to the government’s voluminous demographic databases.
Scope of the report
- Identifies and analyzes the top ten demographic trends in the changing college market
- Provides data on the size of the college market, college enrollment, college costs and family incomes, the families of college students, attendance status and types of schools, employment of college students, earnings by education, parental expectations, and much more
- Includes a detailed glossary, bibliography, and index
Highlights
- A college degree today offers the same advantages as a high school diploma a few decades ago.
- During the past 30 years, the gap in college enrollment rates between men and women has narrowed, while the gap between blacks and whites has grown.
- Among the nation’s 17 million college students, nearly half are in a two-year school or in graduate school.
- It takes an average of more than five years to earn a bachelor’s degree.
- In six states, more than 90 percent of college freshmen are attending an in-state school
- Since 2000, the earnings of college-educated men have fallen more than the earnings of men who went no further than high school.
Ten Things You Need to Know about the College Market is guaranteed to help you spot market trends, make better research decisions, improve your presentations and marketing materials, and save research time.
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