Older Adults as New Learners: A Framework for Marketing Online Education to the Other Adult Learner

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Author(s): David S. Stein (The Ohio State University, USA), Constance E. Wanstreet (The Ohio State University, USA), Michelle L. Lutz (The Ohio State University, USA)and Tiffany Dixon (The Ohio State University, USA)
Copyright: 2011
Pages: 15
Source title: Marketing Online Education Programs: Frameworks for Promotion and Communication
Source Author(s)/Editor(s): Ugur Demiray (Anadolu University, Turkey)and Serdar Sever (Anadolu University, Turkey)
DOI: 10.4018/978-1-60960-074-7.ch020

Keywords: Business & Management / Educational Technologies / Information Science Reference / Marketing

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Abstract

This chapter presents a marketing model for four-year higher education institutions that may be appropriate for engaging aging Baby Boomers in lifelong learning. Baby Boomers will challenge higher education institutions to rethink their customer base and respond to a different set of needs from that exhibited by traditional students and by adult learners who are currently 65 or older. Higher education institutions have not prepared for the demands that aging Baby Boomers may place on providers of learning. The PRI2SM model suggests ways to recruit nontraditional students to traditional providers of higher education.

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