Department of Internal Audit and Compliance

Marketing - Market Segmentation

Effectiveness and efficiency of operations 

A. Marketing strategies consider changes in customer needs and other environmental factors.

1. Is active membership of the University's marketing personnel promoted in industry, trade, or professional associations?
2. Have cross-functional communication processes been established within the organization to ensure relevant information reaches marketing personnel on a timely basis?
3. Have the University's market segments been defined clearly, including the service attributes required by each segment?
4. Have alternative strategies for responding to significant changes in environmental factors been explored?

B. Management identifies customers and customer segments.

1. Is customer information regularly gathered and analyzed, including demographics and purchase histories?
2. Are customers segmented in the smallest groupings possible by shared needs and wants to facilitate marketing efforts?

C. Management identifies market service needs.

1. Is market research conducted focusing on identifying and reviewing competitors' services, services under development, and customer needs and expectations?
2. Are enrollment trends monitored by University? Are profit margins and prices monitored for signs of competitive price pressure?
3. Is the active membership of University personnel promoted in industry, trade, or professional associations, and are these memberships used to network and to identify changes in the competitive environment?

D. Marketing strategies are realistic and implemented effectively.

1. Has a process been established that ensures effective communication between marketing personnel?
2. Have realistic marketing goals been established, including reasonable enrollment quotas and other performance measures to ensure marketing strategies are met.

E. Marketing goals are met.

1. Is a database maintained to provide quick and convenient access to current customer information, and are marketing peopled trained to use the database?
2. Is appropriate information communicated to all managers and empowered employees to enable them to improve customer focus and align critical business processes with the customer?
   

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