Distinct competition for full-time student enrollment in higher education is evident. Students are increasingly considering themselves in the position of a consumer of higher education. Reaching prospective undergraduate students highlights the importance of market segmentation as a vital step towards increasing full-time enrollment. A crucial step to reaching potential undergraduate students to increase student enrollment requires a deeper understanding of student segment populations. A lack of research on undergraduate student demographics and demand factors tied to higher education enrollment within Public Higher Education Institutions highlights a need for further study. The purpose of this quantitative descriptive and correlational study was to explore how student demographics and demand factors influence higher education enrollment within public higher education institutions. The study examined three types of undergraduate student segments: traditional, non-traditional, and transfer students to assess how online course modalities and major fields of study influence student demand and full-time enrollment for each segment. Historical, secondary data publicly available to administrators in Public Higher Education Institutions was examined for academic years 2014-2015 through 2018-2019 to describe relationships between total full-time enrollment (dependent) with online course enrollment and major fields of study (independent) variables. Findings from this analysis will support administrators in Public Higher Education Institutions in the development of a framework for enrollment segmentation strategies.
Leslie Rush, University of Hawaii West Oahu, United States