Marketing mix formulation for
higher education
An integrated analysis employing analytic
hierarchy process, cluster analysis and
correspondence analysis
Hsuan-Fu Ho and Chia-Chi Hung
National Chiayi University, Chiayi City, Taiwan
Abstract
Purpose – The purpose of this paper is to examine how a graduate institute at National Chiayi
University (NCYU), by using a model that integrates analytic hierarchy process, cluster analysis and
correspondence analysis, can develop effective marketing strategies.
Design/methodology/approach – This is primarily a quantitative study aimed at developing a
marketing mix for a graduate institute at NCYU in Taiwan. A survey using stratified random
sampling was conducted, with 14 universities from four different areas in Taiwan randomly selected
for the study. Two questionnaires were conducted: a Likert’s five-scale questionnaire regarding school
images and an analytic hierarchy process (AHP) questionnaire regarding school selection factors were
administered to 640 undergraduate students. Of the total number of questionnaires, 602 (94 percent)
valid school image questionnaires and 570 (89 percent) valid school selection factors questionnaires
were used.
Findings – The results of AHP revealed that the five most important factors for students’ school
selection were: employability, curriculum, academic reputation, faculty, and research environment.
The results of clustering analysis identified five student groups for market segmentation, and they are
the Prominence group, the Less aware group, the Pragmatic group, the Austerity group, and the
Fastidious group. Finally, the results of correspondence analysis suggested that students of the
Pragmatic Group are more likely to be attracted by NCYU, and also, students perceived NCYU to be
strongly associated with lower tuition, fewer entrance-exam subjects, lower entrance-exam pass rates,
and easier graduation requirements.
Research limitations/implications – It would be better to conduct a factor analysis before using
AHP.
Practical implications – Particularly, NCYU should establish new curricula relevant to
internationalization, develop curricula in school finance and educational economics, and form study
groups to enhance graduating student employment opportunities. Generally, higher educational
institutions may adopt the research model developed in this study to develop their marketing mix for
better results.
Originality/value – This paper documents research that was the first to integrate AHP, cluster
analysis, and correspondence analysis in developing a marketing mix for higher educational
institutions.
Keywords Marketing, Analytical hierarchy process, Cluster analysis strategy, Higher education,
Taiwan
Paper type Research paper
Introduction
Higher education in Taiwan has expanded dramatically in recent years. The number of
institutions of higher education in Taiwan grew from 22 in 1984 to 163 by 2006. In
The current issue and full text archive of this journal is available at
www.emeraldinsight.com/0951-354X.htm
IJEM
22,4
328
International Journal of Educational
Management
Vol. 22 No. 4, 2008
pp. 328-340
q Emerald Group Publishing Limited
0951-354X
DOI 10.1108/09513540810875662