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Understanding the needs and motivations of working professional student segments
Launching and repositioning programs that can compete in a challenging market requires a nuanced assessment of working professional students’ needs and motivations. All too often, these students are treated as one monolithic audience—or divided simply into career changers versus career advancers.
A closer look at the different needs and motivations of working professional segments reveals opportunities for professional and adult education units to innovate program design and strengthen the portfolio.
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