Changes in preferences and attitudes towards university selection in the post-COVID era

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28130%2F24%3A63580798" target="_blank" >RIV/70883521:28130/24:63580798 - isvavai.cz</a>

Výsledek na webu

<a href="https://www.temjournal.com/content/132/TEMJournalMay2024_1007_1017.pdf" target="_blank" >https://www.temjournal.com/content/132/TEMJournalMay2024_1007_1017.pdf</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.18421/TEM132-15" target="_blank" >10.18421/TEM132-15</a>

Jazyk výsledku

angličtina

Název v původním jazyce

Changes in preferences and attitudes towards university selection in the post-COVID era

Popis výsledku v původním jazyce

General societal developments show that the COVID-19 pandemic has brought about lasting changes in attitudes towards education and lifestyle, among others. The presented study aims to verify, using a quantitative questionnaire survey method on a sample of 500 respondents each, whether there have been changes in the preferences of potential students at a selected university in the Czech Republic between pre-Covid (2017) and post-Covid (2022) years. Current studies show that the post-COVID decision-making process is, among other things, generally more affected by the relationships with family and friends. Also, the paper’s goal is to verify whether this fact also applies to the area of preferences of university applicants and whether it is differentiated by gender. Based on the statistical testing and interpretation of the data, recommendations will be formulated for the marketing management of universities concerning how to adapt to changes in the preferences of applicants and how to effectively adjust the communication mix and message to the given target group, thereby increasing its interest in studying at the university. The proposed measures will thus contribute to increasing the competitiveness of universities, as they identify opportunities to target potential students more effectively.

Název v anglickém jazyce

Changes in preferences and attitudes towards university selection in the post-COVID era

Popis výsledku anglicky

General societal developments show that the COVID-19 pandemic has brought about lasting changes in attitudes towards education and lifestyle, among others. The presented study aims to verify, using a quantitative questionnaire survey method on a sample of 500 respondents each, whether there have been changes in the preferences of potential students at a selected university in the Czech Republic between pre-Covid (2017) and post-Covid (2022) years. Current studies show that the post-COVID decision-making process is, among other things, generally more affected by the relationships with family and friends. Also, the paper’s goal is to verify whether this fact also applies to the area of preferences of university applicants and whether it is differentiated by gender. Based on the statistical testing and interpretation of the data, recommendations will be formulated for the marketing management of universities concerning how to adapt to changes in the preferences of applicants and how to effectively adjust the communication mix and message to the given target group, thereby increasing its interest in studying at the university. The proposed measures will thus contribute to increasing the competitiveness of universities, as they identify opportunities to target potential students more effectively.

Druh

J_imp - Článek v periodiku v databázi Web of Science

CEP obor

—

OECD FORD obor

50802 - Media and socio-cultural communication

Projekt

—

Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2024

Kód důvěrnosti údajů

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

Název periodika

TEM Journal - Technology Education Management Informatics

ISSN

2217-8309

e-ISSN

2217-8333

Svazek periodika

13

Číslo periodika v rámci svazku

2

Stát vydavatele periodika

RS - Srbská republika

Počet stran výsledku

11

Strana od-do

1007-1017

Kód UT WoS článku

001238333000015

EID výsledku v databázi Scopus

2-s2.0-85196098134