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Executive Summary
Aurora University (AU) is a teaching-centered institution in the Midwest dedicated to empowering students for lasting personal and professional success. AU offers a wide range of undergraduate and graduate programs, including online options, with a strong emphasis on integrating liberal arts with STEM and professional credentials. The university aims to provide an affordable, high-quality education within a supportive and inclusive community. AU prioritizes hands-on learning experiences such as internships and field work, and it strives to foster critical thinking and prepare students to be catalysts for societal advancement. The university also focuses on continuous improvement, adapting to emerging technologies like AI, and being an employer of choice for faculty and staff.
Industries
Major Markets
United States
Canada
MexicoAurora University Top Products
Brand Positioning
Aurora University positions itself as a teaching-centered institution offering affordable, high-quality education that prepares students for personal and professional success. It emphasizes a supportive community and hands-on learning, integrating liberal arts with STEM and career-focused programs.
Customer Sentiments
Customer sentiment is likely positive, given the emphasis on affordability, supportive community, and career-focused programs that align with student and parent priorities. However, limited brand recognition might affect initial perceptions, emphasizing the need for positive testimonials and success stories.
Aurora University Key Value Propositions
Aurora University offers an affordable, high-quality education focused on career readiness and personal growth. Students benefit from hands-on learning, a supportive community, and programs designed to integrate liberal arts with STEM and professional skills.
Aurora University SWOT Analysis
Strengths
Strong emphasis on teaching.
Wide range of programs.
Supportive and inclusive community.
Weaknesses
Limited brand recognition compared to larger universities.
Dependence on regional market.
Lack of subscription pricing model
Opportunities
Expand online programs to reach more students.
Develop partnerships with local businesses.
Capitalize on AI and VR for enhanced learning.
Threats
Competition from other universities.
Rising costs of education.
Changing technology trends.
Aurora University operates within the higher education industry, specifically as a comprehensive university offering undergraduate, graduate, and online programs. Its domain encompasses a range of academic disciplines, including liberal arts, sciences, technology, and professional fields. AU is accredited by the Higher Learning Commission, signifying its commitment to quality and standards within the educational landscape.
Market Growth Stage
Pace of Market Growth
Aurora University Target Audience
Geographic Insights
The primary market for Aurora University is the United States, with a strong focus on the Midwest region. Canada and Mexico are secondary markets due to proximity and online program accessibility.
Top Countries
United States
90% market share
Canada
4% market share
Mexico
2% market share
United Kingdom
1.5% market share
India
1.5% market share
Aurora University Audience Segments
The primary target audience for Aurora University includes high school students exploring undergraduate programs, individuals seeking graduate degrees or professional certifications, and transfer students looking to continue their education. The university also targets adult learners interested in online programs, as well as individuals seeking 'Plus One' programs for accelerated master's degrees. Aurora University further aims to reach students with specific interests in areas like athletic training, business, healthcare, criminal justice, and education. The target audience extends to families and influencers who play a role in the student's decision-making process, emphasizing the value of an affordable, career-focused education.
Traditional Undergraduates
17-22 years
Male • Female
Aurora, IL • Illinois • Midwest USA
Young Professionals Seeking Masters
25-40 years
Male • Female
Aurora, IL • Illinois • Online
Transfer Students
20-35 years
Male • Female
Illinois • Online • Community Colleges Feeder
First Generation Students
16-20 years
Male • Female
Aurora, IL • Surrounding Suburbs
Military Veterans
25-65 years
Male • Female
USA • Online
Social Media Usage Across Segments
Data shown in percentage (%) of usage across platforms
Recommended Marketing Strategiesfor Aurora University
Interactive ROI Calculator
Create an interactive ROI calculator on the Aurora University website. This will allow prospective students and their families to estimate the potential return on investment of an Aurora University education based on factors like program choice, career goals, and anticipated salary, making the value proposition more tangible.
Learn morePersonalized User Onboarding
Implement personalized onboarding experiences for different segments of Aurora University's target audience, such as undergraduate students, graduate students, online learners, and transfer students. This ensures that each prospective student receives relevant information and guidance, improving engagement and application rates.
Learn moreComprehensive Educational Course Creation
Develop comprehensive educational courses or workshops (online or in-person) on topics relevant to Aurora University's key programs and areas of expertise. This can attract prospective students, establish Aurora University as a thought leader, and provide valuable insights into the university's curriculum and faculty.
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