Understanding Russian students` digital behaviour in selecting Higher Education Institutions
Romanova, Anastasia (2020)
Romanova, Anastasia
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020051611764
https://urn.fi/URN:NBN:fi:amk-2020051611764
Tiivistelmä
This qualitative research, conducted with the aid of in-depth interviews, examined the factors that influenced students’ decision in the selection of the Arcada UAS, as their choices of Higher Education Institution. The research examined three research questions. The first tried to discover the factors that affected the choices of Higher Education Institutions in the current Russian students at Arcada. The second question examined the functions of digital media in influencing students’ choice of Arcada UAS as their choice of Higher Education Institution, while the last research question examined the types of digital contents that potential Russian students would be attracted to while choosing Higher Education Institutions.
The overall aim of this research was to get fuller and better understanding of Russian students’ online behaviour in selecting Higher Education Institutions. The marketing funnel and the customer buying process models were the theories that guided this research. This research was conducted among six (6) young Russian students, three of whom were current students of Arcada UAS, while the other three were prospective students of Arcada UAS.
The results revealed that factors that determined Russian students’ choices of the Arcada UAS, as their favourite Higher Education Institutions the university’s closeness to the city centre; the institution’s atmosphere, buildings and its organization, and also the university’s very friendly teachers, and modern approach to education. Most of the respondents have had some kind of previous connections to Finland. In addition, the research revealed that the functions of digital media are students’ guidance in identifying the right actions to take while seeking admission into any university of their choice; learning about the institutions that offer their preferred courses, the cost of the courses, and the location of the institutions. Lastly, contents of digital media ought to be translated into Russian and other languages so as to include parents in the decision of the appropriate Higher Education Institution for their children.
The overall aim of this research was to get fuller and better understanding of Russian students’ online behaviour in selecting Higher Education Institutions. The marketing funnel and the customer buying process models were the theories that guided this research. This research was conducted among six (6) young Russian students, three of whom were current students of Arcada UAS, while the other three were prospective students of Arcada UAS.
The results revealed that factors that determined Russian students’ choices of the Arcada UAS, as their favourite Higher Education Institutions the university’s closeness to the city centre; the institution’s atmosphere, buildings and its organization, and also the university’s very friendly teachers, and modern approach to education. Most of the respondents have had some kind of previous connections to Finland. In addition, the research revealed that the functions of digital media are students’ guidance in identifying the right actions to take while seeking admission into any university of their choice; learning about the institutions that offer their preferred courses, the cost of the courses, and the location of the institutions. Lastly, contents of digital media ought to be translated into Russian and other languages so as to include parents in the decision of the appropriate Higher Education Institution for their children.