Golden Gate University conducts a marketing study to understand their typical student and evaluate their positioning and advertising campaigns. The average GGU student is in their late 20s to mid 30s, has work experience, and wants to continue working while pursuing their education to further their current career or change careers. GGU positions itself as offering benefits like a greater job market attractiveness, applied knowledge, higher salaries, and access to alumni networks. They differentiate from public schools by offering smaller class sizes and personalized services. GGU's advertising campaigns have focused on messages of flexibility, balance, and confidence to appeal to working professionals looking to advance their careers.