Enhancing students

1
Enhancing students satisfaction with their
university experience in transition economies

• Olga Saginova
• Plekhanov Russian Academy of Economics

2
Modern business tendencies and changing
educational needs

• Globalization - working in multicultural teams
• Deployment of value chain stages in different
  parts of the world working under insufficient
  information and uncertainty
• Growing environmental concerns strategic and
  ethical thinking

3
What universities are accused of

• Late reaction to the changing industry needs
• Graduates have poor interpersonal and leadership
  skills
• Business programs are too general/ too specialised

4
University responses to 21 century challenges
Changes Marketing strategies Organisation Universities response
Some markets are fashionable, some are not Shorter PLC, New products are developed more speedily Hierarchy Attention to product portfolio New products being developed to cater for the needs of new emerging audiences
Micromarkets development Products customisation Smaller business units Business schools are set both independent and within universities Corporate universities branch in most sectors
Growing customer expectations (made in .. no longer works Quality is key Self-managed teams Traditional education centres are still preferred (UK, USA), though strong business schools emerge in other regions (Europe, China, Australia)
Macro crisis Innovations are key Breakthrough brands Universities are developing their brands
New technologies Information networks creation Reengineering Learning networks are created, distance learning is spread
Growing competition Focus on core competences Entrepreneurial flexibility Is visible in the leading business schools only
5
Why transition economy?

• Even higher level of risk and uncertainty
• Continuous reforms creating resistance both
  within universities and in society at large
• Balancing global market requirements against
  national needs
• Even lower levels of financing, hence the need to
  generate revenue

6
Research base

• 2006 Business of Branding International Project
  (EFMD and CarringtonCrisp)
• 2007 - 2009 Plekhanov Graduate school students
  and alumni satisfaction surveys
• 2009 Corporate recruiters Survey (GMAC, EFMD and
  CSC)

7
University stakeholders and markets

• Current students and applicants (and their
  parents)
• Choice of university and program
• Satisfaction with study experience
• Satisfaction with study results (degree and
  employability)
• Employers
• Employing university graduates
• Government (representing society interests)
• Defining educational standards
• Setting quality assurance systems
• Distribution of funds

8
2009 recruiters researchVariables affecting
customers satisfaction

• Tangible factors
• Ability to manage
• Technical foundation
• Work experience
• Execution
• Intangible factors
• Professionalism
• Divergent thinking
• Interpersonal skills

9
Correlation analysis of tangible and intangible
factors

• Ability to manage interpersonal skills
• Technical foundation professionalism
• Work experience interpersonal skills
• Ability to execute divergent thinking

10
Students/alumni satisfaction surveys Factors
enhancing satisfaction with study experience
Tangible factors Tangible factors Tangible factors Tangible factors
Broad managerial competences Technical skills Practical competences International perspective
Strategic management Quantitative skills Research projects experience International aspects of different subject areas
Planning Presentation and reporting skills Team work and management experience Study abroad experience
Risk management Marketing research skills Guest lecturers from companies providing insights into the changing business environment in the country, region, industry Cross-cultural communication and management skills
Project management Information analysis and decision making skills Additional professional qualifications/ certificates Foreign guest lecturers
11
Students/alumni satisfaction surveys Factors
enhancing satisfaction with study experience
Intangible factors Intangible factors Intangible factors Intangible factors
Program flexibility Personnel friendliness Faculty professionalism University/school brand
Individual study track Personnel interpersonal skills Professionalism Experience and traditions
Innovation and creativity in program content, design and administration Empathy Motivation Quality of graduates
Choice and electivity Listening skills Discipline Visibility and prestige
Collaboration and initiative Tact and diplomacy Collaboration and initiative Networks and partnerships
12
Russian national education standard

• Personal competences
• Interpersonal communication
• Socialization
• Adapting to new environment
• Tolerance to diversity
• Professional competences
• Interdisciplinary and cross-functional
• Business ethics and corporate responsibility
• Development competences
• Ability to learn
• Personal development planning and exercising

13
Tangible and intangible factors reflecting the
needs of all target markets
Students and applicants needs

• Tangible
• Technical skills
• Management competencies
• Practice experience
• International perspective

• Intangible
• Professionalism
• Interpersonal skills
• Divergent thinking
• Brand

University product and experience
Employers requirements
Government requirements
14
Developing entrepreneurial approach

• Free generation of ideas
• Interdisciplinary and cross-functional teams
• Developing customised product offerings
• Teams of specialists and integrators (project
  managers)
• Partnerships with university customers
• Flexible structure, content and study paths
• Customer-oriented and customer-friendly attitude

15
Enhancing students satisfaction Friendly front
office

• What students complain of
• You should know it by now
• Dont bother me
• Im not changing the rules for you
• Developing customer-friendly attitude
• Involve staff in satisfaction surveys
• Provide special training
• Provide front office with sufficient information

16
Enhancing students satisfactionClear rules of
the game

• Rules and procedures in high context cultures
• Visualization of processes and procedures

17
Enhancing students satisfactionWelcome guests

• Practical application and professionalism
• Challenges of inviting guest lecturers
• Academically and professionally qualified
  lecturers
• When guests add value
• Integrate in the regular program
• Plan ahead
• Inform students

18
Enhancing students satisfactionCross selling

• Generate revenue
• Add value to regular programs
• Demonstrate desirable competences

19
Conclusions

• Know what is important
• Monitor stakeholders needs and markets
  requirements
• Teach what you know
• Flexibility
• Tolerance of change and diversity
• Do what you teach
• Interpersonal skills
• Customer-friendly attitude