Eesti Maaülikooli Rohelise ülikooli brändiuuring Maaülikooli siseste huvigruppide hulgas
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Kuupäev
2019
Kättesaadavus
22.08.2019
Autorid
Ajakirja pealkiri
Ajakirja ISSN
Köite pealkiri
Kirjastaja
Eesti Maaülikool
Abstrakt
Eesti Maaülikooli Rohelise ülikooli brändi on arendatud alates 2008. aastast ja seni ei ole
siseste huvigruppide hulgas Eesti Maaülikooli Rohelise ülikooli brändiuuringuid tehtud.
Oleks vaja täpsemaid uuringuid, et teada saada kui teadlikud ja motiveeritud on sisemised
huvigrupid ja kuidas brändi edasi arendada. 2018. aasta Bio-ja keskkonnateaduste
õppekavagrupi doktoriõppe hindamisotsuses on välja toodud, et Eesti Maaülikooli poolt
kasutatav Rohelise ülikooli bränd vajab tugevdamist.
Töö eesmärk on välja selgitada Eesti Maaülikooli siseste huvigruppide teadlikkus Eesti
Maaülikooli Rohelise ülikooli brändist ning uuringu tulemustele tuginedes teha
parendusettepanekuid Eesti Maaülikooli Rohelise ülikooli töögrupile.
Töös kasutati kombineeritud uurimismeetodit, kvalitatiivne analüüs intervjuude ning
kvantitatiivne analüüs ankeetküsimustikust saadud andmete analüüsimiseks.
Töö tulemustest saab järeldada, et Eesti Maaülikooli Rohelise ülikooli juhtiv pool ei ole
hetkel väga motiveeritud, sest puuduvad ressursid brändi juhtimiseks ja töö kiiremaks
korraldamiseks ei ole ka piisavalt volitusi. Õppejõud ei ole Eesti Maaülikooli Rohelise
ülikooli tegemistega piisavalt kursis ning seetõttu ei jõua piisavalt infot ka üliõpilasteni.
Kui Põllumajandus- ja keskkonnainstituut välja jätta, siis olid Eesti Maaülikooli Rohelise ülikooliga kindlalt kokku puutunud või üritustest osa võtnud ainult umbes seitsmendik
üliõpilasi. Põllumajandus- ja keskkonnainstituudi üliõpilastest vastavalt üle kolmandiku.
Üliõpilased soovivad õppejõududelt rohkem infot, kui seda hetkel õppejõudude poolt
tuleb. Ankeetküsimustikust tuli välja, et üliõpilasi pole piisavalt Eesti Maaülikooli
Rohelise ülikooli arendamisse või ürituste korraldamisse kaasatud. Samuti tuli välja, et
osa üliõpilasi, keda pole kaasatud, sooviksid arendamises või ürituste korraldamises
osaleda.
Õppejõudude ja üliõpilaste ühise arvamusena tuli välja, et Eesti Maaülikool peaks paistma
läbi linnaku rohealade rohelisena ka väljapoole, ja et Eesti Maaülikooli Rohelise ülikooli
üritused ei ole piisavalt järjepidevad ja kaasavad ning neid ei kommunikeerita piisavalt.
The Green University brand of the Estonian University of Life Sciences has been under development since 2008, and up to the present, no brand research of the Estonian University of Life Sciences’ Green University brand has been conducted amongst the inner interest groups. More detailed research would be needed to learn, how aware and motivated the inner interest groups are and how to further develop the brand. The 2018 assessment resolution of the doctoral curriculum of the life sciences and environmental sciences states that the Green University brand used by the Estonian University of Life Sciences needs strengthening. The purpose of the thesis is to ascertain the awareness of the Estonian University of Life Sciences’ inner interest groups of the Estonian University of Life Sciences’ Green University brand and, based on the results of the research, propose amendments to the Green University workgroup of the Estonian University of Life Sciences. Mixed method research was used in the thesis – qualitative analysis for analysing the interviews and quantitative analysis for analysing the data derived from the questionnaire. The results of the thesis lead to the conclusion that the managing authorities of the Estonian University of Life Sciences’ Green University are presently not very motivated because no resources are available for managing the brand and there are also not enough authorisations for organising the work at a faster pace. The faculty members are not sufficiently informed of the activites of the Estonian University of Life Sciences’ Green University and therefore not enough information reaches the students. With the exception of the Institute of Agricultural and Environmental Sciences, only approximately one seventh of the students had definitely come into contact with the Estonian University of Life Sciences’ Green University or participated in its events. The corresponding proportion of the students of the Institute of Agricultural and Environmental Sciences was over one third. The students request more information from the faculty members, compared to the amount of information currently received from the faculty staff. The questionnaire revealed that the students have not been sufficiently involved in developing the Estonian University of Life Sciences’ Green University or organising its events. It also appeared that a proportion of the students who have not been involved would want to participate in the development or organising the events. The overall consensus of the faculty members and the students was that the Estonian University of Life Sciences should stand out green through the green areas of the campus and that the events of the Estonian University of Life Sciences’ Green University are not consistent or inclusive enough and are not sufficiently communicated.
The Green University brand of the Estonian University of Life Sciences has been under development since 2008, and up to the present, no brand research of the Estonian University of Life Sciences’ Green University brand has been conducted amongst the inner interest groups. More detailed research would be needed to learn, how aware and motivated the inner interest groups are and how to further develop the brand. The 2018 assessment resolution of the doctoral curriculum of the life sciences and environmental sciences states that the Green University brand used by the Estonian University of Life Sciences needs strengthening. The purpose of the thesis is to ascertain the awareness of the Estonian University of Life Sciences’ inner interest groups of the Estonian University of Life Sciences’ Green University brand and, based on the results of the research, propose amendments to the Green University workgroup of the Estonian University of Life Sciences. Mixed method research was used in the thesis – qualitative analysis for analysing the interviews and quantitative analysis for analysing the data derived from the questionnaire. The results of the thesis lead to the conclusion that the managing authorities of the Estonian University of Life Sciences’ Green University are presently not very motivated because no resources are available for managing the brand and there are also not enough authorisations for organising the work at a faster pace. The faculty members are not sufficiently informed of the activites of the Estonian University of Life Sciences’ Green University and therefore not enough information reaches the students. With the exception of the Institute of Agricultural and Environmental Sciences, only approximately one seventh of the students had definitely come into contact with the Estonian University of Life Sciences’ Green University or participated in its events. The corresponding proportion of the students of the Institute of Agricultural and Environmental Sciences was over one third. The students request more information from the faculty members, compared to the amount of information currently received from the faculty staff. The questionnaire revealed that the students have not been sufficiently involved in developing the Estonian University of Life Sciences’ Green University or organising its events. It also appeared that a proportion of the students who have not been involved would want to participate in the development or organising the events. The overall consensus of the faculty members and the students was that the Estonian University of Life Sciences should stand out green through the green areas of the campus and that the events of the Estonian University of Life Sciences’ Green University are not consistent or inclusive enough and are not sufficiently communicated.
Kirjeldus
Magistritöö
Ökonoomika ja ettevõtluse õppekaval
Märksõnad
magistritööd, turundus, sotsiaalne turundus, brändimine, kommunikatsioon, keskkonnasäästlikkus