Market Segmentation and Integrated Marketing Communication of Algonquin College Kuwait

Running head: B2B IMC
B2B in IMC
Name of the Student:
Name of the University:
Author Note:

1
B2B IMC
Introduction:
Market segmentation and integrated marketing communication play pivotal roles in
ensuring high profitability of private organisations. The private organisations involved in diverse
sectors have to integrate these two marketing concepts to ensure that they generate high profits to
support their own businesses. The fact also applies to the private organisations operating in the
education sector. This is because provision of education involves immense investments towards
acquisition of fixed assets like property for erect the campus, furniture and set-ups like
laboratories to simulate real life situations to impart education to students. The private
educational institutes also have to recruit highly qualified teaching staff members to impart
quality education to students which in turn attributes them with the market goodwill. Moreover,
these educational institutes in order to ensure smooth operations, have to acquire highly qualified
staff members in non-teaching departments like accounts. Thus, it is evident from the discussion
that the private educational bodies have to target appropriate base of students which would
attribute them with high revenue generation. They have to from power integrated marketing
communication strategies to ensure that they are able to market their educational services before
an immense base of prospective students to be able to generate high revenue. The aim of the
report is to delve into the market segmentation and integrated marketing communication of IMC
of one of the most prestigious private colleges based in Kuwait namely, the Algonquin College
Kuwait, the Kuwaiti branch of the Algonquin College, based in Canada (Ac-kuwait.edu.kw,
2019).
Market segmentation of Algonquin College, Kuwait (AC-Kuwait):
The Algonquin College Kuwait is required to form a formidable market segmentation
strategy in order to ensure that it is able to attract appropriate students’ base to impart education

2
B2B IMC
in graduation and diploma courses to generate high revenue. Huerta-Muñoz, Ríos-Mercado and
Ruiz (2017) define market segmentation as the strategy of categorising the entire customer base
into groups or segments based on common needs. The market segmentation takes into account
factors like purchase power and lifestyle of customers which goes into creation of the common
needs among several customers. Bruwer and Li (2017) strengthen the discussion by mentioning
that markets segmentation does not only allow in marketing of products but also identifying the
appropriate methods which can be used to communicate with specific customer bases. Thus, it is
evident that market segmentation lays the substratum for appropriate integrated marketing
communication strategy. The Algonquin College, Kuwait would be required to form a powerful
market segmentation strategy prior to forming an IMC strategy. The following are the market
segmentation strategies of the Algonquin College:
Geographic segmentation:
The first segmentation category which the Algonquin College would consider would be
geographic segmentation. Hemsley-Brown (2017) defines market segmentation as the process of
dividing the customer base on the base of the countries, states, cities or any other geographic
identification. The authors further go on to mention that the geographic segmentation stands on
the assumptions that customers of specific regions have specific needs. As far as the Algonquin
College is concerned, the college provides educational services to students, who are its end
customers. The Admission Requirement’ section mentions clearly mentions that the mothers of
prospective students should be Kuwaiti by citizenship. This refers to strong emphasis on
geographical segmentation in the segmentation strategy of the college. Pérez and del Bosque
(2015) support this discussion by linking geographic segmentation with corporate social
responsibility. This opinion of the previous author is supported by Alvarado-Herrera et al.(2017).