The use of cluster analysis for market segmentation of candidates for higher education as a tool for effective communication targeting universities in the Czech republic
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216275%3A25410%2F18%3A39913367" target="_blank" >RIV/00216275:25410/18:39913367 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Alternative languages
Result language
angličtina
Original language name
The use of cluster analysis for market segmentation of candidates for higher education as a tool for effective communication targeting universities in the Czech republic
Original language description
Czech education system faced some huge changes during last decades (1990 -2015). The number of students was high in the beginning of this decade therefore new universities or educational institutions were established. Later on (last 5 years) we are facing the reverse trend of decreasing number of students. Some universities have serious financial problems and are close to finishing with their activities. Forecast for next 5 - 10 years could be better due to increasing number of students again. Universities must change the way how to think about students and how to attract them to study their study programmes. One of the possible ways is to create study programme to be attractive for students which mean using customer-oriented approach to become dominant university at region. We identified the aspect of students’ decision making process – choosing the specific needs why to study at specific university and we made the analysis of these needs.
Czech name
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Czech description
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Classification
Type
D - Article in proceedings
CEP classification
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OECD FORD branch
50301 - Education, general; including training, pedagogy, didactics [and education systems]
Result continuities
Project
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Continuities
I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace
Others
Publication year
2018
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Article name in the collection
Proceedings of the 12th International Scientific Conference ‘Public Administration 2018’
ISBN
978-80-7560-161-2
ISSN
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e-ISSN
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Number of pages
13
Pages from-to
81-93
Publisher name
Univerzita Pardubice
Place of publication
Pardubice
Event location
Pardubice
Event date
May 24, 2018
Type of event by nationality
EUR - Evropská akce
UT code for WoS article
000532420100008