University Education Service Research Articles

USING THE HACKATHON ECOSYSTEM AS AN EFFECTIVE TOOL FOR MANAGING THE COMPETITIVENESS OF AN INSTITUTION OF HIGHER EDUCATION

BACKGROUND AND OBJECTIVES. Management of competitiveness of higher educational institution as a science is a system of ordered knowledge in the form of concepts, theories, principles, ways and forms of management. We present scientific-methodological bases of competitiveness management in university as a system of ordered knowledge, concepts, theories including basic statements of modern competition theories, self-organization theory, system and integrative approaches of new management paradigms, which universality will contribute to the best interpretation of the process of development of appropriate principles and ways of competitiveness management in higher educational institution. These principles can be implemented with the help of the Hackathon Ecosystem, the main task of which will be to manage the competitiveness of the institution of higher education.METHODS. In the study to determine the level of competitiveness of the institution of higher education achieved with the help of the Hackathon ecosystem, the integr al indicator of competitiveness of the university as a set of quality potentials of education, competitiveness of educational services provided, efficiency of marketing activities, efficiency of investment management activities were used.FINDINGS. Management of university competitiveness as a process is a set of managerial actions, providing the achievement of objectives by transformation of resources at "input" into products at "output". We consider the university competitiveness management as a set of tools and methods for maintaining and increasing competitiveness. The main tool in this case is the quality of educational services. The factors of modern paradigm of university service quality management are revealed and the specific directions of quality assurance of university educational services are offered.CONCLUSION. The creation of an educational cluster as a group of geographically adjacent interrelated educational institutions of a certain profile (general, primary vocational, secondary vocational and higher vocational education) and related employers headed by branch ministries, state and municipal governments with a coordinating center, will increase the competitiveness of the basic university.

Study of the Correlation between University Education Service Environment and Academic Motivation

Study of the Correlation between University Education Service Environment and Academic Motivation

On the issue of analyzing the university strategy in the framework of digital distance learning

The qualitative and quantitative changes taking place at the present stage of the Russian educational services market development have led to a shift in the emphasis on the competition between higher education institutions and their educational services. Universities are improving the educational services quality by promoting novel or more competitive products in an increasingly tough competition for applicants. The authors suggest that to improve the promotion effect of the university educational services, it is necessary to carry out monitoring of the existing program efficiency, whose first stage is to analyze the existing strategy within the framework of digital distance learning, as the most popular learning method in contemporary conditions, which is gaining increasing popularity. A sociological survey (questionnaire) was chosen as a research method. The respondents were 250 students and teachers of the Russian State Social University (RSSU). The study has revealed that the vast majority, namely, about 87% of respondents, refused to fully switch to digital distance learning. However, 80% of undergraduate students and 75% of graduate master’s students of the extramural education department (75%) supported the use of digital distance learning in the educational process. At the same time, the low quality of training programs used in digital distance learning and the lack of individual adaptation of educational materials to the requirements and capabilities of the student require introducing interactivity into the materials and creating competent content of training programs, which is one of the indicators that affect the choice of an educational institution by potential consumers of educational services.

비대면 교육서비스품질이 학습몰입과 교육만족에 미치는 영향연구: 관광분야 전공학생을 중심으로

This study is to present a desirable practical direction to improve the quality of non-face-to-face university education by verifying the factors that influence learning commitment and education satisfaction. Based on previous studies, the non-face-to-face university education service quality components were deduced into five dimensions; the tangibility of educational content quality, reliability of the professor, the responsiveness of the professor, the expertise of the professor, and the administrative convenience of the school.<BR> As a result of the statistically verified study, it was found that tangibility, reliability, and responsiveness among the components of the service quality of non-face-to-face university education had a significant effect on learning commitment, where tangibility, responsiveness, and convenience had a significant effect on education satisfaction. In addition, learning commitment had a significant effect on educational satisfaction and educational satisfaction also had a significant effect on learning commitment.

Методика аналізу беззбитковості освітніх послуг у маркетинговій діяльності університету

Introduction. Global changes in the system of financing higher education in recent years became the reason to the new approaches formation of development pricing strategy in universities. One of the main conditions for the formation of such a strategy is to improve the efficiency of the pricing system for educational services. It requires the selection and justification of optimality criteria, provided production costs correspond to the level of prices in the educational services market, the usefulness of the proposed specialties and quality of service. The development of a methodology for assessing the financial and economic state of the university based on the analysis of the break-even point of the marketing activities of the university will allow: the cost of the contract for individual specialties or specializations, to plan income and expenses for future periods, to identify ways to save costs for individual items, the feasibility of introduction new specialties. The criterion of the break-even point of the educational services of the university depends on such indicators as the number of students, conditionally fixed and variable expenses, the university’s income from educational activities in which full coverage of expenses is possible. The use of the methodology for assessing the financial and economic state of the university based on the analysis of the break-even point of the marketing activities of the university allows not only to determine the minimum possible cost of a contract for a specific specialty, but also to identify shortcomings in the system of accounting and analysis of financial and economic indicators of the university. Purpose. The aim of the study is to create a methodology for calculating the determination of the break-even rate of the university educational services for a particular specialty or specialization, taking into account the costs related to the implementation of a separate curriculum. Results. Based on the analysis of the financial and economic indicators of the university’s activities, the classification of expenses for the provision of educational services has been improved by dividing costs into variable and conditionally fixed costs. The criteria for dividing individual cost items into variable and conditionally fixed ones have been determined, the structure of these costs has been analyzed using the example of the Odessa National Maritime University. The formula for calculating the break-even point for higher education institutions has been improved based on the proposed cost classification. The methods of calculating the components of these costs have been clarified, which include the unit costs of the salaries of the teaching staff, depending on the teaching load and the level of qualifications, salary charges for the scientific and pedagogical staff. The formula for calculating the break-even contingent of students of the contract form of study has been improved based on the above approach to calculating the break-even point. The formula for calculating the break-even contingent of students of the contract form of study has been improved based on the above approach to calculating the break-even point. Ways to reduce costs have been proposed, which are aimed at unifying the curriculum, reducing the cost of maintaining the administrative and managerial apparatus and reducing utility costs. Conclusions. The challenges of recent years in the field of higher education form a number of problematic issues, leading to the need to develop new methods for assessing the economic efficiency of universities in Ukraine. Using the break-even point in assessing the viability of specialties allows you to identify financial reserves, determine and justify the cost of training for a student of a contract form of study, justify the economic efficiency of educational and professional programs, detail costs and identify gaps in their allocation. The disadvantages of this method include the lack of indicators that would characterize the uniqueness and prospects of the studied specialty: employability of graduates, advanced training of the teaching staff and other indicators that would take into account not only the analysis of previous periods, but also modern trends in the educational services market.

A Study on the University selection through SNS Motivation and SNS Satisfaction of freshman in Taekwondo

This study was conducted to investigate the relationship between SNS use motivation, SNS use satisfaction and university selection of freshmen in Taekwondo. For this, the results were derived by conducting frequency analysis, validity and reliability analysis, correlation analysis, and multiple regression analysis using SPSS 22.0 through a survey of 213 freshmen in Taekwondo department. As a result, first, SNS motivation had a positive effect on university selection. In particular, the result showed that the informative motivation had a significant effect on university reputation, education service, accessibility, education quality, and personal situation, which are sub-factors of university selection. Second, as a result of examining the relationship between SNS use satisfaction and university selection, which are used by freshmen in Taekwondo department, it was found that there is a static influence among factors. Especially, the information satisfaction, which is a sub-factor of SNS use satisfaction, had a significant effect on university reputation, education service, accessibility, education quality, and personal situation, which are sub factors of university selection.

Использование метода динамической вариативности при проектировании образовательных услуг вуза

Использование метода динамической вариативности при проектировании образовательных услуг вуза

A study on the needs of university education service and campus life adjustment for college freshmen

본 연구의 목적은 대학신입생의 대학교육서비스 요구도를 분석하고 대학생활적응에 미치는 영향력을 밝히는데 있다. 이를 위해 경북지역 A대학교 신입생 245명을 대상으로 2017년 12월 1일부터 15일까지 설문조사를 수행하였다. 수집된 설문 자료는 SPSS 22.0을 활용하여 대응표본 t-검정, Borich 요구도 분석, The Locus for Focus 모델분석, 회귀분석을 실시하였다. 연구결과는 다음과 같다. 첫째, 신입생의 대학교육서비스 4개 요인 중 ‘교내시설’과 ‘행정지원’에 관한 요구가 가장 높게 나타났고, 하위 20개 세부항목 중에는 ‘장학혜택’, ‘대학편의시설’, ‘학사일정공지’, ‘대학강의시설’, ‘대학지원시설’, ‘학사질의응답’, ‘수업전문성’ 개선이 최상위 요구로 나타났다. 둘째, 신입생이 지각하는 대학교육서비스가 대학생활적응에 긍정적인 영향을 미치는 것으로 나타났는데, 구체적인 적응 항목은 ‘학업적응’, ‘사회적응’, ‘대학만족’이었다. 이에 대학은 신입생의 대학생활적응을 돕기 위해 지속적인 수요자 중심의 대학교육서비스를 점검하고 요구에 따른 개선방안을 마련해야 할 것이다.

대학교육서비스 품질이 교육서비스 가치, 학생태도 및 행동의도에 미치는 영향 연구: VAB 모델을 중심으로

대학교육서비스 품질이 교육서비스 가치, 학생태도 및 행동의도에 미치는 영향 연구: VAB 모델을 중심으로

The Consumer of University Educational Services – A Central Element of Educational Marketing

Abstract The marketing of educational services has become both a priority and a challenge, taking into account the technological changes that have arisen from the aspect of the tools and teaching methods used, as well as from the point of view of the requirements on the market manifested by the bearers of labor demand and supply. In addition, the opening and internationalization of these services has led to an increase in competition in this area, which forces universities to attach greater importance to educational marketing activities. From the point of view of the study of the behavior of the consumer of university educational services, the approach is even more challenging as the offer of educational services presupposes the rendering of an inexpensive, unstable, perishable and extremely variable service in terms of diversity, which requires an extremely complex analysis of the variables that influence the behavior of the “consumer” student, as well as from the point of view of the purchasing decision process, as a result of the action of these factors. In this context, the present paper aims to analyze the necessity of applying specific educational marketing tools, methods and techniques, especially of university marketing, not only from the perspective of the promotional component, which has a leading role in this field, but also starting from to the analysis of the peculiarities of the behavior of the consumer of educational services as a beneficiary.

Improving Emergency Department Surge Capacity in Disasters - Conception of a Medical Student Disaster Volunteer Corps

Introduction:Civil emergencies occurring with little warning can quickly produce mass casualties. To develop an Emergency Department’s surge capacity, medical student involvement in the disaster response has been advocated. Duke-NUS Medical School in Singapore is located in proximity to Singapore General Hospital (SGH) and represents an untapped manpower resource. With appropriate training, medical students can be leveraged upon as ready and reasonably qualified manpower.Aim:This review provides a snapshot of the conceptualization and setting up of the Disaster Volunteer Corps (DVC) program. We discuss the overall strategy and benefits to stakeholders, emphasizing the close symbiotic relationship between academia and healthcare services.Methods:Duke-NUS medical students will be recruited to receive training from SGH emergency physicians. The frequency of training will be four times yearly, with ad hoc participation in disaster simulation exercises. A call-tree will be employed for DVC activation. The DVC curriculum includes disaster response principles, HAZMAT, crowd control, marshaling, logistics, psychological support, and basic first aid. Teaching methods include didactic lectures, case discussions, involvement in event medical cover, and participation in disaster simulation exercises and response planning.Results:To date, there are 10 medical students and four emergency physician faculty volunteers involved in the program. Support is provided by adjunct instructors from nursing, nuclear medicine, social work, and security, for training in decontamination, radiological disasters, psychological first aid, and crowd control measures respectively. Assessment by faculty will be conducted to ensure the quality of training and competency of skills.Discussion:The DVC provides a unique way of teaching medical students disaster medicine principles in a hands-on experiential format, while simultaneously enhancing the operational readiness of the hospital in times of disaster. This model of close collaboration between university educational and healthcare services provides a feasible model of structured volunteerism that could be replicated in other similar settings.

Структура та зміст комунікації та комунікаційної діяльності в освітній установі

The article deals with the peculiarities of "communication" and "communication activity" terms interpretation in the context of higher education institution. The basic elements, forms, types and functions of communication activity are characterized. The main stages of work on creating effective communication in the institution are identified. Communication improvement areas in higher education institutions are highlighted. There are communication activity forms that are the way of communication participants interacting. There are three main communicational forms: imitation, dialogue, management. In its communication activities, university needs to disseminate information about educational services quality, which ensures their competitiveness. The educational services competitiveness of university is the main indicator of the functioning effectiveness. Main factors of educational service competitiveness are: the quality of training; cost of education; specialties demand in the educational market; specialties promotion; graduates employment etc. Higher education institutions’ improved communication is facilitated by the following practices: regulation of information flows; feedback systems improvement; use of modern information technologies; issue newsletters. Communication is a deliberate process of information transmitting, using rules and regulations that help to achieve understanding between the subjects. Communication and communication activities using traditional and electronic information exchange channels are important to ensure the overall objectives of the university and quality educational services provision. The well-established communicational process in educational institutions creates conditions for the information transfer to educational services consumers, which is a prerequisite for successful education development in Ukraine. In the communication activity, the individual and the recipient (the entrant, the student, the teacher, the other staff of the university), the target groups (the student body as the community, the scientific and teaching staff) and the society in general, act as the communicator and the recipient. The communication activity of the educational institution largely depends on modern society needs and new trends impact. The main task of universities’ communication activity is to highlight the strengths in the organization of its work and to focus on them.

Продвижение образовательных услуг в русле философии маркетинга впечатлений

We consider the aspects of experiential marketing development as a marketing philosophy. The direction of experiential marketing was developed in line with experience economy. The concept is based on the thesis that a product or service purchase is accompanied by the impressions formation from the purchase process, and the nature of these impressions determines the consumers’loyalty to the brand of the company that offers goods or services. Experiential marketing develops at the junction of relationship marketing, emotional marketing, event marketing and show marketing. Experiential marketing is designed to make the process of purchasing a product or service more personalized. Experiential marketing began to be applied in areas related to sales of impression (hotel, restaurant business, etc.). The idea of marketing is used in the process of promoting university educational services. We cover the event promotion cases of Derzhavin Tambov State University, the essence of which reflects the ideas of experiential marketing. As a case study, we focus on experience of holding a special event “Night at Tambov State University named after G.R. Derzhavin”, aimed at development of positive impression among the guests. One of the “Night at Tambov State University named after G.R. Derzhavin” tasks was to demonstrate the university capabilities in an informal way, different from traditionally held events.

Edu-Tourism Destination Selection Process in an Emerging Economy

International Edu-tourists seeking university education outside of their countries of origin was 4.1 million in 2010 and the figure is forecasted to hit 7.2 million by the year 2020, thus creating a market value worth US$342billion. Exporting university education services contributed US$6.6billion to Malaysia’s Gross National Income (GNI) in 2009. Malaysia plans to earn US$14.67 billion yearly from 2020, including, creating 536,000 jobs. This highlights the importance of international Edu-tourists for Malaysian Edu-tourism industry promotion. Explaining the stages international Edu-tourists go through to select Malaysia as their preferred Edu-tourism destination, including validating factors that contribute to this tourist travel decision form the basis of this study. The study is based on the push-pull theory and 500 international Edu-tourists in 13 Malaysian universities were sampled. Results of confirmatory factor analysis revealed that Edu-tourists’ socio-cultural factors, the quest for career development, and economy status of their country of origin all contributed to Edu-tourists’ decision to study abroad. The socio-cultural and economic factors of Malaysia attract Edu-tourists to Malaysia, while the institutional and internationalisation attributes of Malaysian universities encourage them to choose these universities. It is suggested that tourism operators in Malaysia make the most of the attractive socio-economic environment in Malaysia for the effective positioning strategy of Malaysia in the global Edu-tourism market. Edu-tourism destination marketing strategies should be designed for Malaysia, using her socio-economic attributes. The reputation of Malaysian universities as essential Edu-tourism assets should be promoted to develop the Malaysian tourism industry. Tourism destinations in Malaysia should encourage social interaction between Edu-tourists and host destinations.

Are there study mode differences in perceptions of university education service quality? Evidence from Zambia

While a plethora of studies examines the relationships amongst university education service quality, customer satisfaction and loyalty, there is hardly any focus in the literature on study mode dif...

대학 교육서비스품질이 서비스가치, 추천의도 및 충성도에 미치는 영향 : 항공서비스 관련 학과를 대상으로

대학 교육서비스품질이 서비스가치, 추천의도 및 충성도에 미치는 영향 : 항공서비스 관련 학과를 대상으로

Expectation as a key determinant of international students’ satisfaction

PurposeThe purpose of this paper is to explore international postgraduate students’ expectations of UK university education, covering various aspects of student expectation at a leading business school in Scotland. The authors present in this paper the findings from the qualitative stage of this study, offering a fresh insight into the factors that influence students’ expectations of postgraduate university education and the impact this has on the students’ satisfaction with their courses.Design/methodology/approachA qualitative inquiry was adopted, collecting primary data by means of semi-structured interviews of business school international students enroled in different taught 12-month MSc courses.FindingsInternational students are found to have high expectations of improved job prospects after graduating from their chosen UK university, underlined mainly by the university’s reputation for improving student employability. The most significant a priori factors that form students’ expectations are word of mouth, recommendations and the students’ belief in the calibre of lecturers and the quality of the facilities.Research limitations/implicationsThe students are universities’ most important customers in an increasingly competitive and financially constrained UK higher education environment. Theoretically, the study contributes to the growing literature in this challenging environment not only by identifying the components of international postgraduate students’ expectations but also by exploring how the expectations can be met or exceeded to improve students’ satisfaction. Future research can also replicate this study to other subject areas and draw the similarities and differences that may exist in the expectations of non-business international MSc students.Practical implicationsPractically, this study’s findings should help university students’ recruitment and engagement services develop tailored marketing strategies to better manage international students’ expectations, for example, by being more proactive in embedding employability into postgraduate education provision. Moreover, the findings can also be drawn upon to improve the design and delivery of taught MSc courses in order to meet and exceed the expectations of prospective international postgraduate students.Originality/valueThis research offers a fresh insight and contributes to the understanding of international students’ expectations and their satisfaction of university education services.

Probabilistic Model on Buying Decision of Higher Education Services

Abstract Buying decisions are determined by two key factors: endogenous factor that belongs to the buyer (which is present at least the attitudinal variable) and exogenous factors such demo-economic, sociological, psychological, marketing mix, linked all more or less by the product or the service offered for purchase and consumption. The study aims to use Rasch’s model to express the likelihood that a consumer will make the decision to purchase a higher educational service. Applied to item solving, Rasch probabilistic model, on which the research methodology study is largely supported, states that the probability of success in solving an item depends on two factors. The one belongs to that who solves the item - the human factor, called the latent trait, and the other belongs to the item, called the facility of the item The purchase decision approach using the Rasch model results validity is mainly based on the isometry of the two situations The results of the study describe behavioral probability situations where customers who make university education services purchasing decisions can themselves be found. We recommend the educational marketing strategies based on the analysis made on the applied model, which may increase the students’ enrolled number in a particular university.

A Study on the Chinese Students’ Experience of Korean University Education Services :Focused on the Case of A University

A Study on the Chinese Students’ Experience of Korean University Education Services :Focused on the Case of A University

The influence of the evaluation of university education service quality on student satisfaction with the service, and willingness to engage in a specific behavior

The influence of the evaluation of university education service quality on student satisfaction with the service, and willingness to engage in a specific behavior