Integration Paper - MBA - Assignment Example

The key to proper segmentation is to identify the bases that would produce substantial, accessible and measurable segments. Markets are segmented based on variables such as age group, gender and education along with other relevant factors (Lamb, Hair & McDaniel, 2011, p. 262). MBA market place can be segmented as institutional market which is a consumer market and is composed of large number of buyers who purchases in volume quantities. Organisations which are involved in the institutional market include businesses, non profit organisations, schools and universities also (Pride & Ferrell, 2011, p. 251). Therefore the market place of MBA is segment as institutional market comprising of large number of students demanding for more knowledge and better skills.

Target market University of Liverpool has segmented its market as institutional buyers forming consisting of large number of members demanding similar kind of needs. Selecting an appropriate target market is important for the institution as it enhances the strategic planning process. The University of Liverpool has targeted the students of high quality and who wants to develop the skills as an effective manager as well as have the urge to become potential leader (University of Liverpool, n.d). . In addition, participants who wish to study online are also the suitable target market.

It can be seen in the university has promoted the facility of online degree through its websites and has positioned itself as a management group which offers students and participants not only class room based teaching but also online courses enabling distance students to learn and acquire the managerial skills required to excel in the practical field of life and workplace. Positioning The positioning strategy adopted by the University of Liverpool can be said is to provide knowledge and skills to all those who wants to learn and develop managerial skills and it is depicted properly in the website of the university.

The university caters for part time as well as full time students and guided by a flexible approach to learning through the provision of online degree (University of Liverpool-a, n.d). Therefore the university has been targeting the top rank students from across the globe and provide world class learning and training facilities along with online learning both for students and professionals who has the desire to learn and expertise in their skills. The university has positioned as a school where learning happens to make a difference.

Reflect on own your reason for choosing to undertake your MBA at the University of Liverpool. To what extent do theses match the strategy identified above? Reason for choosing the University of Liverpool to undergo MBA course The reason for choosing the University of Liverpool is because of the opportunity that it provides to the students and encourages the students to develop business and specialise in the field of management through a wide range of electives made available to the students. The