Today, educational services are very attractive for consumers because individuals are ready to invest in their education because they believe they invest in their future. In response to the growing demand, Universities offer educational services. However, they have to focus on different segments, which offer different services and approaches to customers. In actuality, it is possible to distinguish three segments of the market, including local students at the age of 18-22; lifetime students, who are students who keep studying in the course of their professional career and need distant learning to continue their education; and international students.
Local students at the age of 18 to 22 are very prospective because these are young students, who just start their higher education and do not have extensive professional experience. Universities provide such students with extensive training. They have to provide students with a balanced combination of theoretical learning and practical training. Students should be able to apply their knowledge, skills and abilities in the real life.
Lifetime students comprise another important segment. These students keep learning in the course of their professional career. Universities tend to provide students with distant training and students can learn without leaving their workplace. In such a way, they can learn and work simultaneously. Universities have to develop software and specific tools of control to provide educational services for these students.
Finally, international students become particularly important today, when education becomes available to students at the international level. International students have special needs. For instance, often they need English courses to develop their language proficiency and the curriculum should be adapted to their level of academic development.
Thus, Universities can focus on either segment or all segments to attract more students.