Erialavaliku otsustusprotsess Eesti Maaülikooli Majandus- ja sotsiaalinstituudi bakalaureuseõppekava esmakursuslaste näitel
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Kuupäev
2018
Kättesaadavus
Autorid
Ajakirja pealkiri
Ajakirja ISSN
Köite pealkiri
Kirjastaja
Eesti Maaülikool
Abstrakt
Turundusel on väga tähtis koht tänapäeva ettevõtte juhtimisel ning toimimisel. Turundamisele
on suuresti kaasa aidanud tehnoloogia areng, tänu millele on võimalik ka Interneti teel
tarbijateni jõuda. Viimase aja trend on kindlasti turundamine läbi erinevate sotsiaalmeedia
kanalite. Lisaks ettevõtetele tegelevad tänapäeval enda turundamisega ka mitmed asutused,
sh ülikoolid ning ning nende allüksustena tegelevad instituudid.
Eesti Maaülikooli Majandus- ja sotsiaalinstituut hakkas esmakordselt 2017. aasta kevadel
looma sotsiaalmeedias sisseastujatele suunatud sisuturundust. Sama aasta sügisel
sotsiaalmeedia statistikat uurides selgus, et antud turundustegevusega ei jõutud soovitud
sihtrühmani. Instituut soovib enda paremaks turundamiseks saada informatsiooni selle kohta,
milline oleks sisseastujale kõige efektiivsem meetod lähenemiseks.
Käesoleva töö essmärk oli välja selgitada, kuidas näeb välja sisseastuja otsustusprotsess eriala
valikul ning millised tegurid seda mõjutavad. Uurimiseesmärgi saavutamiseks kasutati
kvalitatiivset uurimismeetodit. Andmete kogumiseks viidi läbi poolstruktrureeritud
fookusgrupi intervjuu Eesti Maaülikooli Majandus- ja sotsiaalinstituudi
bakalaureuseõppekava esmakursuslastega. Intervjuu analüüsimiseks kasutati induktiivset
sisuanalüüsi meetodit.
Analüüsi tulemusena selgus, et erialavaliku otsustusprotsess koosneb neljast osast:
sisseastumise motiivid, ootused informatsiooni osas, informatsiooni otsimine, poolt- ja
vastuväited otsuse tegemisel. Otsustusprotsessi etappe mõjutasid kõige enam isiklik huvi
eriala vastu, ettevõtlusega tegelev perekond, sõbrad ja tuttavad, õpikeskkond ja eriala
praktilisus.
Antud teema uurimisest saadi vajalikku informatsiooni Eesti Maaülikooli Majandus- ja
sotsisaalinstituudi edaspidiseks efektiivseks turundamiseks.
Marketing has a very important role in todays business management. Thanks to the development of tehnology and invention of Internet, marketing has a new way how to connect with their customers. The latest trend is definetely a social media marketing. Nowadays, not only businesses but also institutions, for example universities and their institutes, are using marketing. In the spring of 2017, the Institute of Economics and Social Sciences of Estonian University of Life Sciences started to create a content marketing to prospective students through social media. By examining the statistics of content marketing in social media in autumn 2017, it accured that institute did not reach to the target group.It is important for the institute to do research what is the best way to reach to the prospective students. The aim of this Bachelor’s thesis was to find out, how the decision making process of choosing a speciality is carried out and what kind of factors affect it. To perform this study author used qualitative reasearch method. To collect data, author performed a semistructural focus group interview with the Bachelor’s curriculum first-year students of the Institute of Economics and Social Sciences of Estonian University of Life Sciences. As the result of this study, the prospective students decicion making process of choosing a speciality consists of four parts: admission motives, expectations to the information, information search, pros and cons of making a decision. The main affective factors of this process based on the interviewees were: personal interest of the subject, family business, friends and acquaintances, learning environment and practicality of their speciality. Thanks to this study the Institute of Economics and Social Sciences of Estonian University of Life Sciences has important information how to market themselves more effectively.
Marketing has a very important role in todays business management. Thanks to the development of tehnology and invention of Internet, marketing has a new way how to connect with their customers. The latest trend is definetely a social media marketing. Nowadays, not only businesses but also institutions, for example universities and their institutes, are using marketing. In the spring of 2017, the Institute of Economics and Social Sciences of Estonian University of Life Sciences started to create a content marketing to prospective students through social media. By examining the statistics of content marketing in social media in autumn 2017, it accured that institute did not reach to the target group.It is important for the institute to do research what is the best way to reach to the prospective students. The aim of this Bachelor’s thesis was to find out, how the decision making process of choosing a speciality is carried out and what kind of factors affect it. To perform this study author used qualitative reasearch method. To collect data, author performed a semistructural focus group interview with the Bachelor’s curriculum first-year students of the Institute of Economics and Social Sciences of Estonian University of Life Sciences. As the result of this study, the prospective students decicion making process of choosing a speciality consists of four parts: admission motives, expectations to the information, information search, pros and cons of making a decision. The main affective factors of this process based on the interviewees were: personal interest of the subject, family business, friends and acquaintances, learning environment and practicality of their speciality. Thanks to this study the Institute of Economics and Social Sciences of Estonian University of Life Sciences has important information how to market themselves more effectively.
Kirjeldus
Bakalaureusetöö
Maamajandusliku ettevõtluse ja finantsjuhtimise õppekaval
Märksõnad
bakalaureusetööd, turundus, sisuturundus, tarbijakäitumine