Segmentiranje odjemalcev izobraževalne organizacije

magistrsko delo

Zdenka Grlica (Avtor), Matjaž Iršič (Mentor)

Povzetek

Različni dejavniki v okolju in tudi znotraj samih izobraževalnih organizacij so privedli do padanja števila vpisanih študentov. Izvajalci izobraževalnih storitev se z nastalimi razmerami različno soočajo. Ena od možnosti, ki jim je na voljo, so tudi na osnovi dobro zasnovanih strateških načrtov izpeljane promocijske akcije. Izhodišče za pripravo strateških načrtov promocije je seveda poznavanje razmer na trgu, lastnih prednosti in slabosti ter ciljnih skupin. V teoretičnem delu smo zato najprej predstavili pojem, pomen in proces strateškega marketinga v izobraževanju, in sicer od strateške analize in diagnoze, strateškega načrtovanja marketinga do izvajanja in nadzora. Podali smo teoretična izhodišča za segmentiranje in določanje ciljnih trgov in segmentiranje umestili v okvir strateškega marketinga. V empiričnem delu smo predstavili rezultate primarne raziskave. V raziskavo smo vključili redne in izredne študente treh izobraževalnih organizacij s sedežem v Celju, ki izvajajo študijske programe ekonomske smeri z različnimi stopnjami končne izobrazbe na dodiplomskem študiju. Na osnovi načina študija smo a priori oblikovali šest segmentov. Pri zbiranju podatkov smo se odločili za kvantitativno metodo anketiranja. Kot tehniko anketiranja smo izbrali osebno anketiranje, ki smo ga izvedli novembra 2015 in januarja 2016. V empirični del raziskave smo vključili 389 pravilno izpolnjenih vprašalnikov. Podatke smo statistično obdelali in analizirali s pomočjo programske opreme SPSS, verzija 20.0. V raziskavi smo opravili opisno oziroma deskriptivno analizo, analizo variance in (multiplo) diskriminantno analizo. Z deskriptivno analizo smo prikazali osnovne značilnosti vzorca in spremenljivk, na primer frekvence, deleže, povprečne vrednosti in standardne odklone. Z analizo variance smo preverili enakost povprečij štirih skupin odvisnih spremenljivk – demografskih, socioekonomskih, psihografskih in vedenjskih – glede na neodvisno spremenljivko način študija. S tem smo dobili informacije, ali so razlike v povprečjih odvisnih spremenljivk statistično značilne (oziroma ali jih lahko posplošimo na populacijo, ki jo proučujemo). Najprej smo z izrisom histogramov preverili, ali se odvisne spremenljivke normalno porazdeljujejo, nato pa preverili enakost oziroma homogenost varianc z Levenovim testom. Glede na dobljene rezultate Levenovega testa smo preizkus enakosti povprečij izvedli s pomočjo Welchovega testa. Ker nas je zanimalo, med katerimi segmenti prihaja do statistično značilnih razlik, smo v nadaljevanju opravili post hoc Tukeyjev test. Najprej smo iskali statistično značilne razlike med segmentoma rednih in izrednih študentov znotraj posamezne izobraževalne organizacije, nato med dvema izobraževalnima organizacijama oziroma njihovimi pari. Z (multiplo)diskriminantno analizo smo želeli ugotoviti, po katerih odvisnih spremenljivkah se opredeljeni segmenti najbolj razlikujejo. Najprej smo z Boxovim M-testom preverili enakost variančno-kovariančnih matrik. Nato smo določili relativno pomembnost diskriminantnih spremenljivk in koeficient kanonične korelacije ter statistično značilnost diskriminantnih spremenljivk. Sledil je izračun korelacijskih koeficientov med diskriminantnimi in merjenimi spremenljivkami. Na osnovi rezultatov opravljenih analiz smo opravili primerjavo med segmenti in potrdili le eno od treh hipotez, ki so se nanašale na pojav statistično značilnih razlik glede treh skupin spremenljivk med segmenti znotraj izobraževalnih organizacij. Segmenti študentov se statistično značilno razlikujejo glede na vedenjske spremenljivke znotraj posamezne izobraževalne organizacije. Na drugi strani smo potrdili vse hipoteze, ki so se nanašale na pojav statistično značilnih razlik glede štirih skupin spremenljivk med segmenti med izobraževalnimi organizacijami.

Ključne besede

marketing;strateško planiranje;segmentacija;izobraževanje;odjemalci;uporabniki;promocija;

Podatki

Jezik:	Slovenski jezik
Leto izida:	2016
Tipologija:	2.09 - Magistrsko delo
Organizacija:	UM EPF - Ekonomsko-poslovna fakulteta
Založnik:	[Z. Grlica]
UDK:	339.13:378(043.2)
COBISS:	12488988
Št. ogledov:	1019
Št. prenosov:	100
Ocena:	0 (0 glasov)
Metapodatki:

Ostali podatki

Sekundarni jezik:	Angleški jezik
Sekundarni naslov:	Segmentation of customers of educational organization
Sekundarni povzetek:	Various factors in the environment and also within the educational institutions have led to the decline in the number of students enrolled. Providers of educational services have been coping with the situation differently. One of the options available to them are promotional campaigns based on well-designed strategic plans. The starting point for the preparation of strategic promotional plans is, of course, knowledge of the market situation, the strengths and the weaknesses of your institution as well as of the target groups. The theoretical part presents the concept, the importance and the process of strategic marketing in education, ranging from strategic analysis and diagnosis, strategic marketing planning to implementation and monitoring. We have given the theoretical bases for the segmentation and the identification of target markets and incorporated the segmentation into the framework of strategic marketing. The results of primary research are presented in the empirical part. The study included regular and part-time students of the three educational institutions located in Celje, conducting courses of economics with different degrees of education at the undergraduate level. Based on the kind of study, we theoretically formed six segments. When collecting data, we decided on a quantitative survey method. As a technique of interviewing we chose a personal survey, which was conducted in November 2015 and January 2016. In the empirical part of the research we included 389 correctly completed questionnaires. The data were statistically processed and analyzed by SPSS software, version 20.0. In this study we performed a descriptive analysis, the analysis of variance and (multiple) discriminant analysis. By means of the descriptive analysis we have presented the basic characteristics of the sample and variables such as frequency, shares, average values and standard deviations. An analysis of variance checked the equality of averages for four groups of dependent variables – a demographic, a socio-economic, a psychographic and a behavioral variable - according to the independent variable the kind of study. In this way we got the information, if differences in the averages of the dependent variables were statistically significant (or whether they could be generalized to the population under investigation). We first drew the histogram to check whether the dependent variable is normally distributed, then we checked the equality and homogeneity of variances with Levenov´s test. Based on the results of Levenov´s test we performed the test of equality of averages using Welch´s test. Since we were interested among which segments the statistically significant differences occur, we conducted the Tukeyev´s post hoc test. First of all we were looking for statistically significant differences between segments of regular and part-time students within each educational organization, then between the two educational organizations or their pairs. The (multiple) discriminant analysis was to determine at which dependent variables the defined segments differ most. First, we checked the equality of the variance- covariance matrix by means of Box´ M-test. Then we determined the relative importance of the discriminant variables and canonical correlation coefficient and statistical significance of the discriminant variables. What followed was the calculation of correlation coefficients between the discriminant and the measured variables. Based on the results of the analyzes we conducted a comparison between the segments and confirmed only one of the three hypotheses, which are related to the occurrence of statistically significant differences between the three groups of variables between segments within educational organizations. We confirmed all hypotheses that are related to the occurrence of statistically significant differences regarding the four groups of variables between the segments between educational organizations.
Sekundarne ključne besede:	tertiary education;marketing;strategic planning;segmentation;surveys;statistically significant differences;
URN:	URN:SI:UM:
Vrsta dela (COBISS):	Magistrsko delo
Komentar na gradivo:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Strani:	XII, 188 str.
ID:	9136738