Customized Marketing Tactics for Student Groups

Previous EAB research reports effective marketing messages must vary to attract working professionals with diverse career goals.8For example, marketing materials directed at career crossers and career changers should highlight the specific skills students will gain (e.g., public relations, marketing, advertising) to illustrate the professional value of the program. In contrast, advertisements directed towards career starters and career changers should highlight the short duration of the program to enable them to enter the strategic communication field quickly.