Marketing research of the attractiveness of universities
In this article we examined the patterns and features of choosing a university by applicants. Choosing a higher education institution is always difficult and this is an important decision in the life of every person who has decided to get higher education. The field of education is very developed in...
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| Main Authors: | , , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
State Higher Educational Institution “Ukrainian State University of Chemical Technology”
2021-06-01
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| Series: | Економічний вісник Державного вищого навчального закладу Український державний хіміко-технологічний університет |
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| Online Access: | http://ek-visnik.dp.ua/wp-content/uploads/pdf/2021-1/Sukha.pdf |
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| Summary: | In this article we examined the patterns and features of choosing a university by applicants. Choosing a higher education institution is always difficult and this is an important decision in the life of every person who has decided to get higher education. The field of education is very developed in Dnipropetrovsk region, today there are twenty three higher educational institutions. The purpose of this study is to identify the factors influencing the choice of a university by students from Dnipro and applicants from other regions and cities. An analysis of the factors of macro- and microenvironment as well as SWOT-analysis were carried out, after which the marketing problems, opportunities, search questions were identified while answers to them were found through a Google survey among potential students. The choice of the university should not be left to the last moment, but there is no need to hurry either. For example, you need to choose a profession, or profession that you want to acquire in life. Many psychologists advise to be determined with a profession closer to the tenth grade, that is, the prospective student will have enough time to prepare for the entry exams and for a balanced decision about the profession chosen. It is recommended to pay special attention to the given aspect, as exactly the subsequent choice of the university will depend on the chosen profession. Based on the marketing research and according to the survey results, we can conclude that the choice of a profession (university) is particularly influenced by the opinion of parents and their consent. An analysis of the preferences of applicants showed that future students will go to universities where: a strong teaching staff; high level of knowledge; the prestige of the university is also important; availability of a hostel for living and the presence of a military department are also very important as well as double diplomas. Also the location of university has a great importance during past two years, because of the fact that there has been the pandemic situation (COVID-19) in Ukraine and all around the world since 2019. Studying abroad has become simply impossible. Therefore, a large percentage of applicants who were planning to study at a university abroad chose the universities of Ukraine, thereby having increased the percentage of applicants. |
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| ISSN: | 2415-3974 2664-2670 |