Market Segmentation for Online Courses in the College of Business‪.‬

ABSTRACT The purpose of this article is to analyze the market segments of students enrolled in undergraduate online business courses at a regional state university. By understanding the defining characteristics of these students, universities may be able to more effectively recruit and retain students in these market segments. A survey of undergraduate online students was conducted and analyzed to determine the various market segments being served, and a predictive model was prepared that incorporates key independent student variables that can forecast student demand for courses and degree programs online.