|
Derginin Adı:
|
European Researcher
|
|
Cilt:
|
2015/15
|
|
Sayı:
|
98
|
|
Makale Başlık:
|
The Relationship between the Students’ Choice of Private Higher Education and Marketing Tools in Bosnia and Herzegovina
|
|
Makale Alternatif Dilde Başlık:
|
Alternatif dilde başlık bulunmamaktadır. There is no article title in another language.)
|
|
Makale Eklenme Tarihi:
|
29.11.2015
|
|
Okunma Sayısı:
|
1
|
|
Makale Özeti:
|
Severe market conditions and advancing technology demand a well-planned and a
strategic marketing approach in all sectors as well as in education sector. This study examined the
relationship between the students’ choice and the marketing tools of private higher education (HE)
in Bosnia and Herzegovina (BIH). To perceive this relation, we chose one of the private universities
in Sarajevo. The study is based on a student survey which employed a questionnaire of 55 questions
under 4 sub-groups and was done by 146 students. The first step of the questionnaire was
determining the motives of the students to attend a private HE institution. The next part was to
investigate the information sources of the students. These two steps followed the understanding of
the evaluation criteria and the decision process of the students. Finally, the survey was concluded
with the post enrollment observations of the students. The data obtained analyzed by SPSS
software. The results revealed a strong consistency. The students were willing to have quality
education and improve themselves via HE. They were using internet as a prior information source
but would not make a final decision without parents’ confirmation. The overall satisfaction of the
students showed that our subject university communicates with the target groups efficiently and
enjoys the benefits of positive ‘word of mouth’ marketing. In conclusion part, we addressed
potential marketing tools to suggest a course of action to private HEIs.
|
|
Alternatif Dilde Özet:
|
Alternatif dilde abstract bulunmamaktadır. (There is no abstract in another language.)
|