2949775253

2949775253



Management, Enterprise and Benehmarking- In the 21ST Century 2014 • Budapest, Hungaiy

performance (32%), inerease in income (17%), changing current employer (15%) [23].

Research of a similar naturę was also conducted among a group of technological university graduates. Among the reasons for starting their university education were: the acąuisition of vocational ąualifications (49%), interesting education program (41%), and interests (35%). Other motives involved family traditions, recommendations, as well as coincidence [24].

Stage

Consumer behavior

Recommended university actions

I

- passive registration of information about universities (generał advertisements of universities. non-binding comersations with family and friends),

formulation of attitudes towards universities

-    posilive publication of university activities (also local communities).

-    open days,

-    building a connection with institutions educating tlie candidates.

II

-    active search for information (education program)

-    preferred universities are already chosen

-    delivering, in a elear way. information about reemitment conditions:

-    key role of front-line einployees

III

-    choosing a smali number of universities

-    sending applications

-    individual approach towards customers

-    creating environment facilitating application process (internet programs and websites, as well as providing eąuipment for admission committee offices)

IV

- acceptance of one or a few received offers

- smali number of competitors - building competitive advantage by communicating with the student (i.e. Sending matcrials on the topie of a given field of study) - building student engagement in relationship with the university

V

- finał choice

-    welcoming the student

-    decreasing the level of stress connected with adaptation of new conditions (adaptation days)

- full-time course

-    meeting infonnation-based expectations or part-time students.

Table 2

Direct connection is also shown in research conducted as part of EU projects of European Social Fund Source: [25] K. Stała. Wpływ uczelni wyższych na zmiany popytu na usługi edukacyjne poprzez realizowane projekt)' badawcze, [in:] Warunki skutecznej współpracy pomiędzy nauką a przedsiębiorstAYaini, ed. M. Bąk. P. Kulawczuk. IBnDiPP. Warszawa 2009, pp. 169-170

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