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dc.contributor.advisorKreegimäe, Katrin
dc.contributor.authorKondratjeva, Leena
dc.date.accessioned2012-05-28T08:08:40Z
dc.date.available2012-05-28T08:08:40Z
dc.date.issued2012
dc.identifier.urihttp://hdl.handle.net/10492/268
dc.description.abstractTänases konkurentsitihedas olustikus on oluline kõrgkooli ellujäämine ja eristumine. Siinkohal on oluline turunduskommunikatsioon ja üliõpilaste rahulolu. Oluline on teada kus ja kuidas paremini reklaamida maaülikooli ja mida tänased üliõpilased maaülikoolist ja siin õppimisest arvavad. Kommunikatsioonikanalite kasutust ja üliõpilaste rahulolu on maaülikoolis uuritud ka varem ning kindlasti tuleb seda teha ka edaspidi. Iga uuringu juures on loomulikult oluline tulemuste analüüs ja lähtuvalt sellest parendusplaanide tegemine. Seda nii maaülikoolis tervikuna kui instituutides eraldi. Magistritöö eesmärgiks oli välja selgitada Eesti Maaülikooli esimese kursuse üliõpilaste kõrgkooli valiku põhjused, kasutatud turunduskommunikatsiooni kanalid ning see, kuidas esmakursuslased iseloomustavad maaülikooli, olles siin õppinud pool aastat. Uurimismeetodina kasutas autor selle õppeaasta esmakursuslaste uuringuks kirjalikku ankeetküsimustikku ning võrdles saadud tulemusi eelmise õppeaasta samasisulise uuringu tulemustega. Märkimisväärseid erinevusi kahe õppeaasta esmakursuslaste vastustest välja ei tulnud. Uuringu tulemustest selgus, et esmakursuslased teadsid juba enne kõrgkooli valikut seda, mida nad soovivad õppida. Lisaks teadlikule valikule, tõid vastajad välja maaülikooli eriala kasuks otsustamise põhjusena selle, et eriala tundus huvitav ning praktiline. Sõbra ja tuttava soovitustel ei olnud olulist kaalu, mis tähendab, et suusõnaline kommunikatsioon ei toimi täna veel piisaval määral. Samuti selgus uuringust, et raadiost ega ka ajalehtedest/ajakirjadest maaülikooli potentsiaalsed üliõpilased kooli ja õppekavade kohta informatsiooni eriti ei otsi, mistõttu nende reklaamiallikate kasutamine pole maaülikoolile ka mõjus. Põhiliselt otsiti kõrgkoolide kohta informatsiooni internetist, samuti oodati, et infot toodaks rohkem koolidesse (gümnaasiumidesse). Uuringus osalenud üliõpilased iseloomustavad maaülikooli kui praktilise suunitlusega kõrgkooli, mis on tudengisõbralik, prestii˛ne ja kaasaegne. Esmakursuslaste arvates maaülikool eristub hästi teistest kõrgkoolidest ning on rahvusvaheline. Õppejõud on tuntud ning lõpetanud on tööturul hinnatud. Seda meelt oldi nii erinevate aastate kui ka õppevormide lõikes. Esmakursuslased peavad maaülikoolis õppimist lihtsaks ning õpetamise taset pigem heaks. Õpejõud on erialaselt kompetentsed ning nende õpetamismeetodid toetavad aine omandamist. Õppeained, mida maaülikoolis õpitakse, pigem toetavad eriala omandamist. Samas ei olnud esmakursuslased rahul sellega, et õppekavas on liialt palju erialaväliseid aineid. Seda rõhutasid esmakursuslased ka 2011 aasta uuringus. Magistritöö eesmärk sai täidetud. Autor usub, et uuringu tulemustest on kasu maaülikoolile tervikuna, turundus- ja kommunikatsiooniosakonnale ning instituutidele õigete otsuste tegemisel. Kas antud töö tulemustele tuginedes tehtud maaülikooli turundusotsused on õiged, on võimalik leida vastust järgmisel õppeaastal korratava uuringuga. Autor tänab töö kirjutamisel osutatud abi eest Eesti Maaülikooli majandus- ja sotsiaalinstituudi lektorit Katrin Kreegimäed ja spetsialisti Aino Varbheina.en_US
dc.description.abstractUniversities are increasingly more interested in where students get information about school and how they characterize selected higher education school. Universities are beginning to focus more on marketing strategies and have begun to plan marketing activities. Open market and decrease in the number of students leads to fierce competition between universities. Also, universities have realized that their long-term survival depends on good service. As the current economy is rapidly changing, higher education schools need to be up to date. Traditional behavior patterns are not enough anymore. Over the time variety of communication sources have became known and businesses use more modern and versatile communication utilities to reach their target group. Today, not only media commercials (television, radio, newspapers, magazines) influence the consumer, but also there is additional opportunity now to advertise thru internet. The Internet has opened up limitless opportunities for simple and inexpensive advertising. Master's thesis aim was to determine the reasons how first-year students in Estonian University of Life Sciences chose their higher education school, what marketing communication channels were used and how first-year students characterize University of Life Sciences as they have studied in it for half a year. The research method used in current paper is written questionnaire. A questionnaire was combined in cooperation with tutor Katrin Kreegimäe and author of the thesis. The questionnaire was based on the first-year students’ survey that was made on 2010 which was combined fallowing subscribers needs. On 2010 public relations and academic affairs departments of Estonian University of Life Sciences ordered the study. Spreading the questionnaire was established in e-environment. The survey was conducted from January 2012 until February 2012. The study included 280 freshmen. The thesis consists of theoretical and empirical parts. Theoretical overview is based on different literature about this subject with what the author of this master’s thesis gives on standpoint of different authors, which describe the nature of service marketing, marketing communication channels and contentment. The survey showed that most of first-year students knew what they wanted to study before they needed to choose university. In addition to aware decision, the respondents brought out as one of the reason for choosing a subject in Estonian University of life Sciences, that specialty seemed to be interesting and practical. Recommendations from a friend or acquaintance were not highly rated, which means that verbal communication today doesn’t work sufficiently. Also, the study revealed that potential University of Life Sciences students didn’t search much information about the school and curriculum from radio or newspapers/magazines so their use of advertising is not effective for University of Life Sciences. Mainly information about universities was searched from the internet, also students expected more information to be brought to high schools. The students included to this survey characterize University of Life Sciences as higher education school that is orientated on practice, is student friendly, prestigious and modern. Freshmen think that University of Life Sciences is simply distanced form other universities and is international. Professors are known and graduates are highly valuated on job market. Students from different years and learning forms thought that. First-year students think studying in Estonian University of Life Sciences is not hard and level of teaching is rather good. Professors are specialty qualified and their teaching methods support acquire of subject. The subjects taught by University of Life Sciences rather support acquisition of specialty. However, the freshmen were not pleased with that the curriculum contained too much non-professional subjects. This is the point, freshmen also highlighted on 2011 survey. Master's theses purpose was fulfilled. The author believes that the results of this study can be used for University of Life Sciences in general, for marketing and communication department and for institutions for making right decisions. But if marketing decisions made based on this survey in University of Life Sciences are right, can be find out from next years survey. The thesis is written in Estonian, and consists of 106 pages. The work is illustrated by 35 tables, 15 charts and there is 41 different literature sources used for this thesis.
dc.subjectesmakursuslaneen_US
dc.subjectkõrgkoolen_US
dc.subjectkommunikatsioonikanaliden_US
dc.subjectrahuloluen_US
dc.subjectmagistritöödest
dc.titleEesti Maaülikooli esmakursuslaste kõrgkooli valikul kasutatavate kommunikatsioonikanalite ja ülikooliga rahulolu välja selgitamineen_US
dc.title.alternativeCommunication channels used by the Estonian University of Life Sciences first-year students in the selection of their place of study and their rate of satisfaction with the universityen_US
dc.typeThesisen_US
dc.date.defensed2012-05-31


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