Marketing research of motivational profile of potential entrants of the Kremenchuk

- Черненко, В. П. (orcid.org/0000-0002-2728-6876) and Махиня, Т. А. (orcid.org/0000-0003-4065-0465) (2021) Marketing research of motivational profile of potential entrants of the Kremenchuk Engineering and educational technologies, 2 (9). pp. 27-40. ISSN 2307-9770

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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.

Item Type:	Article
Keywords:	marketinghigher education institutionmarket of educational services, marketing research, entrant, survey
Subjects:	Science and knowledge. Organization. Computer science. Information. Documentation. Librarianship. Institutions. Publications > 3 Social Sciences > 37 Education > 378 Higher education. Universities. Academic study
Divisions:	State institution of higher education «University of educational management» > Educational and scientific institute of management and psychology > Department of Education, Administration and Social Work
Depositing User:	доцент Т. А. Махиня
Date Deposited:	01 Mar 2024 07:28
Last Modified:	01 Mar 2024 07:28
URI:	https://lib.iitta.gov.ua/id/eprint/735191

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