MARKET RESEARCH ON BACHELOR OF BUSINESS ADMINISTRATION DUAL DEGREE LAUNCH AT NAZARBAYEV UNIVERSITY GRADUATE SCHOOL OF BUSINESS

Abstract

The research was conducted to analyze the demand for the Bachelor of Business Administration dual degree at Nazarbayev University Graduate School of Business (NUGSB) in partnership with the Hong Kong University of Science and Technology. It aimed to identify the target market, understand the program demand, and develop possible marketing solutions to enhance its communication with customers. Key findings included the university's choice and decision-making process and the program’s appeal. However, the affordability and novelty of the program were seen as the main challenges. The recommendations included digital marketing enhancement, the establishment of partnerships with companies and counselors, and higher student engagement. Ultimately, the target market (high-achieving students from financially sustainable families in Astana, Almaty, Shymkent, and Aktau) and the level of demand (low with the potential to increase) were defined.