Transformation in higher education: a learner–needs segmentation leads to improved learner satisfaction

Abstract

Segmentation is a marketing concept that can be applied in a post-secondary context. This article delineates the outcome of applying a learner–needs segmentation that resulted in significantly improved learner satisfaction scores in a professional faculty at a large public university. Our original work described the purpose and value of learner–needs segmentation to enable a better understanding of the undergraduates at a larger urban university. This article describes how a single faculty implemented a learner–needs segmentation to underpin curriculum redesign, program realignment and services to its students.