Steps to building a target market model for a new university

Abstract

In order to form a segmentation base for Bilkent University, and position accordingly, a model is developed which relates student performances at Bilkent University to their socio-economic and educational backgrounds. In addition, analyses of the information sources of the matriculants, in terms of both the assessments of the sources and the relative effects of the sources on the matriculant’s decision are performed. Similarly, the factors that influence the matriculants are analysed both in terms of how Bilkent University is perceived according to each factor, and the relative effect of that factor on the matriculant’s final decision.