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

Kód výsledku v IS VaVaI

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Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

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

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

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

Popis výsledku anglicky

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.

Druh

D - Stať ve sborníku

CEP obor

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OECD FORD obor

50301 - Education, general; including training, pedagogy, didactics [and education systems]

Projekt

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Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2018

Kód důvěrnosti údajů

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

Název statě ve sborníku

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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Počet stran výsledku

13

Strana od-do

81-93

Název nakladatele

Univerzita Pardubice

Místo vydání

Pardubice

Místo konání akce

Pardubice

Datum konání akce

24. 5. 2018

Typ akce podle státní příslušnosti

EUR - Evropská akce

Kód UT WoS článku

000532420100008