Marketing research of motivational profile of potential entrants of the Kremenchuk

Author(s):

DOI: https://doi.org/10.30929/2307-9770.2021.09.02.03

Paper Language: UKR

Download full-pdf

Abstract

Modern higher education is characterized by a large variety and high competition of educational services, provided by both public and private higher education institutions. In many regions there are numerous higher education institutions that issue state diplomas in the same specialties. The article highlights the results of marketing research of the motivational profile of 75 potential entrants based on an online survey of graduates of three secondary schools in Kremenchuk, Poltava region: Kremenchuk Lyceum № 30 "Olymp" named after N.M. Shevchenko, Kremenchuk Lyceum № 17 "Vybir" named after N.G. Nelen’, Kremenchuk Lyceum № 6 "Pravoberezhnyi". From the results of the research, it was found that among 10 higher education institutions of the Poltava region, Kremenchuk Mykhailo Ostrogradsky National University (KrNU), takes a confident second place in five parameters: number of applicants, material and technical base, teacher qualifications, competition for admission, employment graduates. Despite the fact that KrNU is one of the largest institutions of higher education in the Poltava region, it is not inferior to other competing institutions in demand for specialties, professionalism of teachers and employment of their graduates. The crisis in the education system necessitates hard work to attract potential applicants and necessitates competition in the higher education sector. A survey of potential entrants, studying in secondary schools in Kremenchuk, on the quality of educational services in the Poltava region, revealed the nature and main sources of information potential entrants about further and higher education. It has been established that the majority of today's entrants, when choosing KrNU, mainly focus on the opinion of those who study there, with minimal exposure to advertising (newspapers, magazines, television). Therefore, when implementing marketing activities in the field of educational services, it is necessary to take into account that the target audience is divided into consumers and decision-makers. Traditional advertising of higher education in newspapers and magazines, radio and television is ineffective, and may not reach and attract entrants who meet the required standard of the university. From the results of the survey, methodological recommendations for strengthening the marketing policy of KrNU were prepared, which can be used as a basis for forming a program for the development of external communications to raise awareness of the competitive advantages higher education can give to the careers of potential entrants.

Keywords

marketing, higher education institution, market of educational services, marketing research, entrant, survey

References

  1. Marketynhova polityka zakladu vyshchoyi osvity : kolektyvna monohrafiia / pid zag. red. N. L. Savitskaya. Kharkiv: KhSUFTT, 2018. 218 s. [in Ukranian]
  2. Obolen’ska T. Ie. Marketynh u sferi osvitnikh posluh: avtoref. dys. na zdobuttia nauk. stupenia d-ra ekon. nauk: 08.06.02. Kharkiv. 2002. 33 s. [in Ukranian]
  3. Teletov A. S., Teletova S.G. (2014) Marketing of education at the Ukrainian higher educational institutions. Marketing and Management of Innovations. № 4. Pp. 47–56.
  4. Bilousova S. V. (2015) Marketynh osvitnikh posluh: stan, tendentsii ta perspektyvy. Business-navigator. № 1 (36). S. 39–43. [in Ukranian]
  5. Bilenko D. V. (2018) Osoblyvosti vprovadzhennya marketynhovykh zakhodiv v sferi osvitnikh posluh. Economics and management organization. № 3 (31).S. 57–64. DOI: 10.31558/2307-2318.2018.3.6. [in Ukranian]
  6. Lialiuk A. (2018) Osoblyvosti vykorystannia stratehichnoho marketynhu vyshchymy navchalʹnymy zakladamy. Economic Journal of the East European National University named after Lesya Ukrainka. Section III. Economics and business management. № 4. S. 70–78. DOI 10.29038/2411-4014-2018-04-70-78. [in Ukranian]
  7. Saginova O., Belyansky V. (2008) Facilitating innovations in higher education in transition economies / International Journal of Educational Managemen, Vol. 22. Рp. 341–351.
  8. Dmytriv A.Ia. (2011) Funktsionalʹnyy pidkhid do zastosuvannya marketynhu dlya rozvytku diyalʹnosti zakladiv vyshchoyi osvity. Marketing and Management of Innovations. № 3, Т.1. S. 123–129. [in Ukranian]
  9. Semeniuk S. B. (2012) Marketynh innovatsii na rynku osvitnikh posluh. Marketing and Management of Innovations. № 2. S. 39–44. [in Ukranian]
  10. Chaika I. P. (2013) Kholistychnyi marketynh i ioho znachennia u funktsionuvanni vyshchoho navchalʹnoho zakladu. Marketing and Management of Innovations. № 3. S. 53–60. [in Ukranian]
  11. Lylyk S. V. (2011) Zadovolenistʹ spozhyvachiv osvitnikh posluh yak meta i kryteriy efektyvnosti navchalʹnykh zakladiv. Marketing in Ukraine. № 05-06 (69). S. 57–58. [in Ukranian]
  12. Opytuvannya za dopomohoyu huhl-formy «Motyvatsiynyy profilʹ abituriienta». Rezhym dostupu: tps://forms.gle/uZBP3UNM2ivC7GwW6. (accessed 30.05.2021)
  13. Tielietov O.S. (2011) Reklamna diyalʹnistʹ vyshchoho navchalʹnoho zakladu. Marketing and Management of Innovations. № 2. S. 53–64. [in Ukranian]
  14. Drapińska A. Zarządzanie relacjami na rynku usług edukacyjnych szkół wyższych. Wydawnictwo Naukowe PWN, Warszawa, 2011. 263 s. [in Polska]
  15. Zharsʹka I. O. (2014) Metodychni osnovy doslidzhennia povedinky spozhyvachiv u sferi osvitnikh posluh. Marketing and Management of Innovations. № 2. S. 81–94. [in Ukranian]
  16. Luminiţa Nicolescu. (2009) Applying marketing to Higher education: scope and limits. Management & Marketing. Vol. 4 (2). Р. 35–44.
  17. Karpishchenko M. Iu., Miliutina V. V. (2010) Skladannia prohramy prosuvannia osvitnikh posluh vyshchykh navchalʹnykh zakladiv na osnovi doslidzhennia abituriientiv Sumsʹkoi oblasti. Bulletin of Uzhhorod University. Economy series. № 2. S. 112–121. [in Ukranian]
  18. Dobriansʹka, V. V., Kodak, O. A., Verpeta, Ia. V. (2020) Rozvytok marketynhu zakladiv vyshchoyi osvity na osnovi doslidzhennia povedinky spozhyvachiv osvitnikh posluh. Efficient economy. № 7. DOI: 10.32702/2307-2105-2020.7.66. [in Ukranian]
  19. Sahaidak, M. P. (2013) Doslidzhennia chynnykiv vplyvu na povedinku spozhyvachiv osvitnikh posluh. Stratehiya pidpryyemstva: zmina paradyhmy upravlinnya ta innovatsiyni rishennya dlya biznesu: zb. materialiv Mizhnar. nauk.-prakt. konf. S. 404–406. [in Ukranian]
  20. Shulʹpina N. V. (2015) Marketynhovyy analiz osoblyvostey povedinky spozhyvachiv osvitnikh posluh. Young Scientist. № 11 (26). S. 119–123. [in Ukranian]