Higher Education Market Segmentation Of The North-Western Federal District Of Russia

Abstract

In the higher education sector, despite the existence of different market segments, market segmentation is not well established in the literature, although there is evidence of widespread use of market segmentation in terms of the marketing of programs by universities worldwide. The relevance of this study is to analyse the higher education market segmentation of the north-western federal district of Russia by conducting a survey among high school students, build a cluster analysis or segments based on the results, analyse the market of educational services. The purpose of the study is to advise higher education institutions on how to increase the number and quality of applicants. The study is important for higher education institutions that are interested in a large flow of applicants, regardless of the age and place of residence of the applicants. By providing a better understanding of student needs, this research should allow higher education institutions to pay attention to the results obtained by the questionnaire and statistics and take some measures to increase the number and quality of applicants, to set the task of promoting the university as a large marketing company, while providing high-quality and affordable education services that will be necessary for further life.

Keywords: Higher education market segmentationcluster analysisquestioningapplicant

Introduction

Today in the modern world, it is very fashionable to talk about the new economy, which is developing with super-speed. The modern world is characterized by the increasing role of information, and communication technologies since they have a strong impact on other top technologies (nanotechnology, biotechnology, cognitive technologies), thereby strengthening the process of globalization, permeating the economy, politics and culture (Katuntsov, Kultan, & Makhovikov, 2017). The systems of education throughout the world are undergoing reforming due to global changes in society, transformation of political systems and other socio-economic factors (Levina et al., 2016).

A market economy which expands the possibilities of foreign economic activity is developing, and interest in marketing as a method of market management is increasing. Often, marketing understands the philosophy of management, management in market conditions, proclaiming the orientation of production to meet the needs of specific consumers. Marketing is used not only by manufacturing enterprises, but also by trade organizations, organizations of the service sector, individuals. Therefore, marketing is not some kind of a universal, unified concept; directions and methods of its implementation require adaptation to the type of organization, conditions and possibilities of its application. The information age is flourishing, giving new opportunities and new forms of marketing, which are used primarily to recognize and satisfy human and social needs (Golubkov, 1998; Kotler, 2018).

Work in any market is work not only and not so much with the goods, it is, first, work with the consumer. Work with the consumer today is conducted in the conditions of the revolutionary development of information technologies, constantly increasing global competition, growing demand fragmentation and supply differentiation (Aleshina, 2006). This means that the consumer is becoming more and more demanding, and working with him is becoming more and more complex, interesting and professional.

The educational program is the product with which the university enters the market, more precisely, the markets. Thus, on the one hand, students, and on the other companies and organizations can be attributed to consumers of educational services of the university.

In addition, universities try to satisfy public needs, the needs of companies and organizations. In addition, another important consumer of educational programs is a society, often provided by the state itself, which establishes its own requirements and standards, focused both on preparing the professional workforce of the necessary qualifications and on meeting the individual’s need for intellectual, cultural and moral development (Kolyuzhnovoy, & Jacobson, 2010).

The strategy of marketing activities of the university, like any other, includes an analysis of both strengths and weaknesses, opportunities and threats of the market, competitors, their distinctive features and based on the research done, the formulation of their own competitive advantages is made.

A marketing strategy for educational services should include clear definitions of goals and objectives, a description of its customers and target audiences, as well as the procedures and competitive advantages of the university’s educational programs with which it enters the market.

Educational services are fundamentally different from service in that they have a long-term impact on consumers and society. All other services, as a rule, relate to the satisfaction of actual needs, and education has a promising significance both for the individual receiving these services and for the socio-economic development of society.

Higher education marketing has exploded in recent years, and with the growing need to use effective marketing strategies in higher education comes a seemingly endless stream of firms and agencies offering marketing services to universities and schools. Higher education marketing firms should be the ideal way to maximize the potential of your school’s marketing capabilities, but with so many to choose from selecting a firm that will meet all your needs, fulfil your goals, and fit your budget can be as daunting as marketing without assistance needs (Higher education marketing, 2018).

Problem Statement

In the higher education sector, despite the existence of different market segments, market segmentation is not well established in the literature, although there is evidence of widespread use of market segmentation in terms of the marketing of programs by universities worldwide (Hemsley-Brown & Oplatka, 2017). The relevance of this study is to analyse the higher education market segmentation of the north-western federal district of Russia by conducting a survey among high school students, build a cluster analysis or segments based on the results, analyse the market of educational services.

Research Questions

Purpose of the Study

The purpose of the study is to advise higher education institutions on how to increase the number and quality of applicants.

Research Methods

Identification of the main segments of educational services

The final stage of the construction of segmental groups is the "criterial assessment". It allows you to identify segments in which they are considered according to a few marketing criteria for the success of positioning products or services on them.

In our case, we selected those questions whose coefficient of variation exceeded 60%. The following parameters were used for segmentation as an example:

• prestige of the university;

• low cost of education;

• not a big level of difficulty in learning;

• the possibility of working abroad.

Further, the segmentation of consumers was made directly into three clusters.

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Consumer segmentation into three clusters revealed the following patterns.

Findings

There is an empirical fact according to which the domestic philosophers and sociologists have been lagging in their attempts to comprehend and investigate the rapidly improving and rapidly upgrading information, and communication technologies, and thus there is a lot to be done in this field (Tyurikov et. al., 2018). Education in modern times is the most important factor for life. In our country, it is customary to have at least one higher education, but there is a choice where to go. In Russia, there are hundreds of universities with their own educational programs and some advantages. If we take the North-West Federal District of Russia, then the worthiest universities, institutes, academies, etc. are in St. Petersburg. There are 71 higher education institutions. Every university wants to get as many prospective students as possible. There is enough significance for admission to a higher educational institution. After all, this is a unique opportunity to further get a prestigious and highly paid job and feel like a full-fledged person with a bright future and good prospects. In addition, higher education is highly valued in other countries, so why not represent oneself in the future already at the international level.

After conducting a study of the segmentation of the educational services market, it is possible to single out some segments that characterize a higher educational institution. From the questionnaire, we selected a larger coefficient of variation (the ratio of the standard deviation from the arithmetic mean, expressed as a percentage or on scales), and it is necessary to give recommendations to the university to attract applicants.

The authors of the study conducted a survey involving students of 10-11 grades (46% of boys and 54% of girls) of Saint-Petersburg Cervantes gymnasium № 148 (Saint-Petersburg, Russia); the following results were obtained (table 01 ).

Conclusion

In Saint-Petersburg, Russia, there are many universities that promote their marketing strategy. Prominent representatives of such strategies are:

1. Saint-Petersburg Mining university invites parents and children to visit the University. At each open day, all questions of interest are examined in detail, for example, the necessary items for exams, the number of points on admission, the presence of dormitories and military chairs, and more. For non-resident educational institution supports and develops social networks and the university site, which also describes all the criteria for admission and it is quite important to conduct webinars or online broadcasting from open doors, where you can also ask questions and get answers to them. The university also provides preparatory courses for passing the exam - this is very useful for those who do not have time to learn the entire educational program at school and need help. The university also organizes excursions for all schools for schoolchildren of grades 9-11 so that they can compare or look at a specialty and decide on the choice of their future profession.

2. Herzen university provides an opportunity to visit the open days of various faculties and get acquainted with the chosen specialty. Each open day is assigned to a department so that there are no crowded people. The university interacts with schools, conducting various Olympiads and contests, which give a few points when entering this institution. The university also conducts preparatory courses for admission and for the Olympiads that it itself conducts. All the necessary information is on the website of the university and in social networks.

3. Saint-Petersburg State University of Economics is one of the leading economic universities in the North-West. A great example of a modern school that monitors its own site, constantly posting the latest news, conducts master classes and online broadcasts. Holds, like other universities, open days, the program of which includes: meetings with the selection committee and representatives of faculties. Also, this institution provides an opportunity to participate in competitions and passes pre-university training.

The universities are an excellent example of how universities are not lagging behind, but keeping pace with modern times. Of these universities, all have international contacts, thus providing the opportunity for a double degree, which is an excellent opportunity to gain additional experience.

Based on this study, higher education institutions can pay attention to the results obtained by the questionnaire and statistics and take some measures to increase the number of applicants. Also it is important to set the task of promoting the university as a large marketing company, while providing high-quality and affordable education services that will be necessary for further life.

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