Value Based Marketing Communication of Universities - Applied Conjoint Analysis Approach

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F02819180%3A_____%2F22%3A%230000100" target="_blank" >RIV/02819180:_____/22:#0000100 - isvavai.cz</a>

Alternative codes found

RIV/68407700:21460/22:00362177 RIV/68407700:21720/22:00362177 RIV/00216208:11130/22:10444735

Result on the web

<a href="https://www.abacademies.org/articles/value-based-marketing-communication-of-universities--applied-conjoint-analysis-approach-13681.html" target="_blank" >https://www.abacademies.org/articles/value-based-marketing-communication-of-universities--applied-conjoint-analysis-approach-13681.html</a>

DOI - Digital Object Identifier

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Result language

angličtina

Original language name

Value Based Marketing Communication of Universities - Applied Conjoint Analysis Approach

Original language description

The current situation in education system of the universities is characterized by a number of problems and challenges that are related not only to demographic, but also to legislative and socio-psychographic changes. One of the significant consequences of this situation is that education can be seen as a product requiring marketing activities. The aim of the paper is to put forward the proposals for the managing the value of higher education as a product in the context of the specific conditions of the Slovak Republic. Conjoint analysis was used to obtain relative data for the suggestions. The survey was carried out using the CAWI method. The questionnaire was distributed in second quarter of 2021 on statistically relevant sample. It has been found out that the profile of the optimal value of the product is characterized by these characteristics of the examined attributes: studying is appropriately challenging; employability of graduates in practice is high; the reference group evaluates the university positively; acquaintances are studying at the university and at the same time the university is currently close to where students live; the atmosphere of the campus is as high as the quality of education. The importance of individual attributes varies across the criteria of the respondent's gender and the type of high school attended, which implies the need to apply a diverse approach to building and managing the value of higher education as a product in terms of marketing.

Czech name

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Czech description

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Type

J_ost - Miscellaneous article in a specialist periodical

CEP classification

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OECD FORD branch

50204 - Business and management

Project

<a href="/en/project/TL03000207" target="_blank" >TL03000207: Utilization of advanced technologies in odorology</a><br>

Continuities

P - Projekt vyzkumu a vyvoje financovany z verejnych zdroju (s odkazem do CEP)<br>N - Vyzkumna aktivita podporovana z neverejnych zdroju

Publication year

2022

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Name of the periodical

Academy of Strategic Management Journal

ISSN

1544-1458

e-ISSN

1939-6104

Volume of the periodical

21

Issue of the periodical within the volume

2S

Country of publishing house

US - UNITED STATES

Number of pages

11

Pages from-to

1-11

UT code for WoS article

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EID of the result in the Scopus database

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