Eesti Maaülikooli esmakursuslaste kõrgkooli valikul kasutatavate kommunikatsioonikanalite ja ülikooliga rahulolu välja selgitamine 2021. aastal sisseastunud üliõpilaste näitel
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Kuupäev
2022
Kättesaadavus
26.08.2022
Autorid
Ajakirja pealkiri
Ajakirja ISSN
Köite pealkiri
Kirjastaja
Eesti Maaülikool
Abstrakt
Tänapäevases tehnoloogiapõhises keskkonnas on märkimisväärselt suurenenud
kommunikatsioonikanalite hulk ning sellest tulenevalt on kõrgkoolidel aina olulisem
analüüsida, milliste kanalite kaudu üliõpilased infot nende kohta leiavad. Käesoleva
magistritöö eesmärgiks on välja selgitada, milliseid kommunikatsioonikanaleid kasutasid
esmakursuslased info saamiseks erinevate kõrgkoolide kohta ning kuidas on Eesti
Maaülikooli 2021/2022 sisseastujad seni enda kogemusega rahul.
Uurimistöös on kasutatud ankeetküsitluse teel kogutud esmaseid andmeid ning peamiseks
uurimismeetodiks on kvantitatiivne analüüs. Küsimustikus esinevaid avatud küsimusi
analüüsiti kvalitatiivselt. Tulemustest järeldub, et üldpildis ollakse Eesti Maaülikooliga
rahul. Kõige suuremaks probleemiks on õppejõudude kättesaadavus, kuid õppejõududega
kompetentsiga ollakse rahul. Välja tuleks selgitada, milliste õppejõududega kõige
keerulisem kontakti saada on ja mis on selle põhjuseks. Samuti soovitakse õppekavade
paremat ülesehitust, kuna tuntakse, et tihtipeale ei ole õpitavad ained erialale sobivad.
Seetõttu oleks vaja analüüsida õppekavade ja õppeainete ajakohasust ja relevantsust.
Kommunikatsioonikanalitest eelistavad esmakursuslased info otsimiseks pigem
internetiportaale – kodulehed ja otsingumootorid ning reklaame soovitakse pigem näha
sotsiaalmeedias. Eesti Maaülikool peaks rohkem investeerima kodulehe ja reklaamide
arendusse/rohkusesse, et Maaülikooli oleks sihtgruppidele sotsiaalmeedias silmatorkavam.
Uurimistöö tulemused on kasulikud Eesti Maaülikooli turundus- ja
kommunikatsiooniosakonnale ning õppeosakonnale, kes saavad töö tulemuste põhjal
parendada turundus- ja kommunikatsioonistrateegiaid, et jõuda laiema hulga
potentsiaalsete tudengiteni.
In today’s technology-based society the amount of communication channels has considerably increased, hence the universities have started to pay more interest in which channels the students use to find the relevant information. The aim of the current Master’s Thesis is to ascertain which communication channels were used by the students to obtain information about different universities and how the 2021/2022 freshmen are satisfied with their experience so far. The research uses primary data collected through a questionnaire survey and the main research method is quantitative analysis. Open questions within the questionnaire were analysed qualitatively. Based on the results, it can be concluded that in general the students are satisfied with the Estonian University of Life Sciences. The biggest problem is the availability of lecturers, although their competence is considered sufficient. It should be further investigated which lecturers are the hardest to approach and what are the causes. In addition, a better structure of curricula is suggested, as it is felt that the subjects studied are often not suitable for the relevant curriculum. Therefore, the relevance and timeliness of curricula should be further analysed. Among freshmen, the most preferred communication channels for searching information are web portals, such as home pages and search engines; advertisements would rather be seen on social media. Estonian University of Life Sciences should invest more to improve/expand its home page and advertisements in order to be more noticeable for the target groups. The results of the study are useful for the Marketing and Communication Department and for the Department of Academic Affairs of Estonian University of Life Sciences, who can improve the marketing and communication strategies, to reach a wider range of potential students.
In today’s technology-based society the amount of communication channels has considerably increased, hence the universities have started to pay more interest in which channels the students use to find the relevant information. The aim of the current Master’s Thesis is to ascertain which communication channels were used by the students to obtain information about different universities and how the 2021/2022 freshmen are satisfied with their experience so far. The research uses primary data collected through a questionnaire survey and the main research method is quantitative analysis. Open questions within the questionnaire were analysed qualitatively. Based on the results, it can be concluded that in general the students are satisfied with the Estonian University of Life Sciences. The biggest problem is the availability of lecturers, although their competence is considered sufficient. It should be further investigated which lecturers are the hardest to approach and what are the causes. In addition, a better structure of curricula is suggested, as it is felt that the subjects studied are often not suitable for the relevant curriculum. Therefore, the relevance and timeliness of curricula should be further analysed. Among freshmen, the most preferred communication channels for searching information are web portals, such as home pages and search engines; advertisements would rather be seen on social media. Estonian University of Life Sciences should invest more to improve/expand its home page and advertisements in order to be more noticeable for the target groups. The results of the study are useful for the Marketing and Communication Department and for the Department of Academic Affairs of Estonian University of Life Sciences, who can improve the marketing and communication strategies, to reach a wider range of potential students.
Kirjeldus
Magistritöö
Majandusarvestuse ja finantsjuhtimise õppekaval
Märksõnad
magistritööd, turunduskommunikatsioon, kommunikatsioonikanalid, rahulolu, kõrgkool, üliõpilane