Enhancing students’ satisfaction with their university experience in transition economies

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

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 research:Variables 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

11. Students/alumni satisfaction surveys: Factors enhancing satisfaction with study experience

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… • Don’t bother me… • I’m 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’ satisfaction:Clear rules of the game • Rules and procedures in high context cultures • Visualization of processes and procedures

17. Enhancing students’ satisfaction:Welcome 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’ satisfaction:Cross 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