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Are there differences across consumers in terms of what is important?
Yes, there are many differences across consumers in terms of what is important. For example, full-time students stress the importance of career services and job placement, while part-time students, who are still employed, prefer a program that is conducive to his or her lifestyle. Location, such as proximity to home and work, and class times are therefore very important to part-time students. Another difference across consumers is tuition. Many part time and eMBA students are sponsored by their current employers, while many full time students must fund their own education...
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