Targeted marketing in a university context: Strategic marketing analysis for the VUB ES faculty
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- Año de publicación 2016
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- This Master thesis is based on the Importance Performance Analysis technique introduced by Martilla and James (1977). The research main goal is to formulate managerial advice on which university choice determinants should be stressed and privileged in the VUB marketing strategy and targeted marketing, by collecting, processing and analyzing the scores related to the importance and performance perception from the 2nd year Master’s on Business Engineering students at the VUB, specially about their own university (VUB) and master’s program, as well as for the others Flemish Universities. The research comprised several steps including the collection, analysis and the evaluation of the different attributes that might have affected the university choice of the VUB 2nd year Master’s on Business Engineering students in the academic year 2015-2016. The final section of this master’s thesis is dedicated to present managerial advice to the VUB ES Faculty, using the information derived from the analysis of each quadrant of the absolute and relative importance – performance grids. Accordingly to the results obtained from the Master’s on Business Engineering students in the academic year 2015-2016 at the VUB, we can suggest that this Uniiversity is currently performing very well relative to its Flemish direct competitors (UGent, KULeuvan and UAntwerp). While the VUB “career opportunities”, “facilities”, “program and course description”, “university and campus environment”, “concern for students” and “facilities” have been scored with a higher performance compared with the other three Flemish Universities participating in this research, the “reputation” obtained a lower score relative to KULeuvan. “Career opportunities” has a higher relative performance score than these three Flemish Universities, however, is still found on the “concentrate here” quadrant, indicating that students perceive that they would have probably better careers opportunities if they would have followed their Master’s program in any of the other three Flemish Universities.
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Citación recomendada (normas APA)
- Abel Alan Díaz González, "Targeted marketing in a university context: Strategic marketing analysis for the VUB ES faculty", Bruselas (Bélgica); Gante (Bélgica); Lovaina (Bélgica); Amberes (Bélgica):-, 2016. Consultado en línea en la Biblioteca Digital de Bogotá (https://www.bibliotecadigitaldebogota.gov.co/resources/2089304/), el día 2024-04-24.