Europos humanitarinis universitetas ieško paslaugos tiekėjo, galinčio atlikti Europos humanitarinio universiteto marketingo tyrimą
apklausiant respondentus Baltarusijos, Ukrainos, Lietuvos ir dalinai Rusijos (Sankt Peterburge) teritorijose.
Svarbu - apklausa turės vykti RUSŲ kalba.
Visos sąlygos aprašytos Technines specifikacijas aprašančiame dokumente „EHU Marketing TOR“.doc
Visas sąlygas kviečiame aptarti su Infrastruktūros vadybininke Oksana Zlotnikova, tel. +370 656 30715 arba su Komunikacijos ir marketingo skyriaus vadovu -Vilius Alesius, el.p.
vilius.alesius@ehu.lt Maloniai kviečiame teikti laisvos formos pasiūlymus iki
š.m. gruodžio 02d. iki 13:00 val. per Mercell sistemą, arba tiesiogiai el.paštu
Oksana.zlotnikova@ehu.lt.
Kilus techniniams Mercell sistemos klausimams kreiptis į klientų aptarnavimo vadybininką Vainių Danišauską, tel: +370 673 88676, el. paštas:
vada@mercell.comSąlygų aprašymas anglų kalba:
Specific objectives of the study.
DEVELOPING HYPOTHESES ABOUT BEHAVIOURAL PATTERNS IN THE HIGHER
EDUCATION INSTITUTIONS (HEIs) CHOICE AND FACTORS OF THE HEIs AND EHU
SELECTION
- Hypothesis construction on distinctive features (portrait) of EHU students:
- Socio-demographic: place of residence, size of locality, family income level, status of
parents, etc.
- Secondary education institutions specialization (gymnasiums, colleges, specialized
schools that EHU students graduated from)
- Identification of the HEIs choice patterns, such as:
- Time when representatives of the target audience (TA) started to consider and choose
HEIs.
- The higher education institutions that were considered in the selection.
- Programmes that were considered in the selection.
- Forms of education that were considered in the selection (including distance education).
- Sources of information about EHU at the time of making the decision to study
- Factors of the HEIs choice, such as:
- Identification of the expectations of higher education and the practical value of
education (in general, in Europe and at EHU).
- Factors considered when choosing HEI, programmes and forms of education.
- Reasons why EHU was chosen.
-The doubts that have arisen within TA while selecting EHU.
- Reasons why a particular programme/form of education was chosen.
-The doubts that have arisen within TA while selecting the programme/form of
education.
- Comparison of the expectations of studying at EHU and the level of satisfaction with education
quality.
IDENTIFICATION OF THE ECONOMIC FACTORS INFLUENCING THE SELECTION OF
HEIS:
- In what way the tuition fees were assessed (including the tuition fees itself, costs of living,
accommodation, and other costs)
- Evaluation of current tuition fees at EHU in comparison with other HEIs.
- Evaluation of current tuition fees at EHU regarding the financial burden on a family.
- Identification of factors for which it would be possible to pay more, e.g.:
- the status of the university;
- the uniqueness of programmes/language of study in Europe/other;
- additional service conditions of study;
- additional education programmes;
- other factors.
POSSIBLE CHANGES IN THE SITUATION:
- Risks seen by the TA representatives (e.g. legal restrictions, ban on TA leaving the target
countries) and ways to eliminate them.
- Distance learning and attitudes towards it (expectations in terms of quality, cost, readiness to
switch from full-time form, etc.)
It is assumed that the primary method of information collection will be a series of in-depth
interviews with the representatives of the EHU TA:
(1) Belarus (including diaspora in the Baltic countries): TA1 first-year students and TA2 their
parents;
(2) Ukraine (including the diaspora in the Baltic countries): TA7 first-year students and TA8
their parents;
(3) Russia (including the diaspora in the Baltic countries): TA9 students and TA10 their parents
(4) EHU students from other countries: AZE TA11, EGY TA12, ISR TA13, KAZ TA14, KGZ
TA15, LTU TA16, LVA TA17, MDA TA18, NGA TA19, TKM TA20
We would propose the following interview design:
- Belarus (including diaspora in the Baltic countries):
- 10-15 interviews with the first-year students.
- 7-9 interviews with the parents of the first-year students.
- 3-5 interviews with the parents of the potential university entrants who are considering
EHU for enrolment.
- Ukraine (including diaspora in the Baltic Countries): TA7 students and TA8 their parents;
- 5-7 interviews with the first-year students.
- 3-5 interviews with the parents of the first-year students.
- Russia (including diaspora in the Baltic countries): TA9 students and TA10 their parents
- 5-7 interviews with the first-year students.
- 3-5 interviews with the parents of the first-year students.
- other countries: AZE TA11, EGY TA12, ISR TA13, KAZ TA14, KGZ TA15, LTU TA16,
LVA TA17, MDA TA18, NGA TA19, TKM TA20
- 1-3 interviews with the first-year students from each country.
- If possible (if the first-year students give contacts) - interviews with their parents.
The information from this assignment will be used to conduct a second phase of the study,
refining the data from the first phase. The requirements of the target audiences will also be
refined.
POSSIBLE OBJECTIVES OF THE SECOND PHASE:
- Refinement of the EHU TA portrait.
- Identification of the relative importance of the factors of the HEIs choice.
-Definition of perception of price limits of studying at EHU;
- Definition of value perception of the programmes’ price range;
- Determination of sensitivity to price increase;
- Determination of the price threshold for distance learning;
- Determination of factors for accepting a price increase for studying at EHU:
- Determination of TA needs for academic programmes, distance learning, languages of
education.
- Measurement of TA satisfaction with the studying process at the EHU.
- Assessment of EHU brand awareness and image.
The study will be used to address the following objectives:
1. Determination of the market capacity.
2. Segmentation of TA with the determination of: 1) potential to increase the number of students,
2) needs and 3) perceived value of studying at EHU, 4) price threshold of tuition fees for each
segment at the stage of making a decision on studying at EHU and after graduation;
3. Development of options for new financial models for the tuition fees formation at EHU for
citizens and non-citizens of Belarus and further communication of these models;
4. Identification of the most attractive educational areas of EHU at the first and second levels of
education (BA and MA), as well as on the tracks of additional education (Continuing
Professional Development);
5.Determination of the attractiveness of distance learning and the price threshold for studying in
such a format.
6. Identification of needs for studying in Russian/English;
7. Measurement of the visibility and brand image of EHU.
8. Identification of information channels for each segment of potential TA;
9. Generation of communication messages about financial conditions and opportunities changes
due to global and regional market transformations in the most effective and reputationally safe
manner;
10. Identification of the most advantageous and weakest themes in the communication and
selection of a position for each of them based on the research results (language, gender
dimension, quality of education).
How the results of the research will be used (description).
-Integration in Working Plans 2022-2026 (on more disaggregated tracks);
-Integration of the results into the marketing strategy;
-Measurement of the indicators identified in the study at each working cycle for planning
budgets and the work of the EHU units.
What we expect to obtain from Contractor on this stage
1. Clarifying questions;
2. Possible research tools;
3. Possible project timeline;
4. Commercial proposal.
Requirements for the Contractor
- Experience in higher education research.
- Availability of specialists in qualitative research methods with 5+ years of experience, fluent in
English, Russian, Belarusian and Ukrainian.
- Presence of a legal entity outside Russia and Belarus.
- Experience of previous cooperation with EHU will be an advantage.