Market Research to Develop the Promotional Activities of Savonia UAS in the Russian Market
Kuznetsova, Anna (2016)
Kuznetsova, Anna
Savonia-ammattikorkeakoulu
2016
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201604265066
https://urn.fi/URN:NBN:fi:amk-201604265066
Tiivistelmä
The primary purpose of this thesis was to conduct marketing research among Russian students at Savonia University of Applied Sciences (subsequently referred to as Savonia UAS) and, by analysis of the research findings, to postulate ways to develop the future promotional activities of Savonia UAS in the Russian market.
It was hoped that the research would help to identify the main criteria by which Russian students select Savonia UAS in Finland, which channels were used to obtain the information about the university in the country of origin, as well as the students’ satisfaction with the academic disciplines, services and facilities provided at the university. Interest in this subject arose before the recruiting process for the new academic year.
The fundamental tool applied during the study was a quantitative research method. An online questionnaire for Russian students from Savonia UAS was implemented to obtain their views and experiences concerning the given issues.
A secondary theoretical part of the thesis refers to two main topics of study: marketing research and Finnish higher education that were specially selected to gain insight into the matter. The first subject describes the implementation of marketing research step by step, different research approaches to choose from, contact methods available to obtain the data needed, requirements for a sampling plan composition and the research instruments to use while the second one provides a general overview of the Finnish higher education system and current market situation.
It was anticipated that the results of the research would suggest ways to enhance marketing communication with potential Russian students and to improve the quality of specific services on offer by the university and this proved to be correct.
It was hoped that the research would help to identify the main criteria by which Russian students select Savonia UAS in Finland, which channels were used to obtain the information about the university in the country of origin, as well as the students’ satisfaction with the academic disciplines, services and facilities provided at the university. Interest in this subject arose before the recruiting process for the new academic year.
The fundamental tool applied during the study was a quantitative research method. An online questionnaire for Russian students from Savonia UAS was implemented to obtain their views and experiences concerning the given issues.
A secondary theoretical part of the thesis refers to two main topics of study: marketing research and Finnish higher education that were specially selected to gain insight into the matter. The first subject describes the implementation of marketing research step by step, different research approaches to choose from, contact methods available to obtain the data needed, requirements for a sampling plan composition and the research instruments to use while the second one provides a general overview of the Finnish higher education system and current market situation.
It was anticipated that the results of the research would suggest ways to enhance marketing communication with potential Russian students and to improve the quality of specific services on offer by the university and this proved to be correct.