MARKET RESEARCH ON BACHELOR OF BUSINESS ADMINISTRATION DUAL DEGREE LAUNCH AT NAZARBAYEV UNIVERSITY GRADUATE SCHOOL OF BUSINESS
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Date
2024-12
Journal Title
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Volume Title
Publisher
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.
Description
Keywords
Market Research, Target Market Analysis, Marketing Strategies, Nazarbayev University Graduate School of Business (NUGSB), Dual Degree Program, Type of access: Open
Citation
Temirkhanova, A., Sybanbayeva, A., Tilesheva, A., & Flores, W. (2024). Market research on Bachelor of Business Administration dual degree launch at Nazarbayev University Graduate School of Business. Nazarbayev University Graduate School of Business.