AI-driven Strategies for Sustainable Business Development: Lessons and Innovations Post-2008 Economic Crisis-Reference-Cited by-同舟云学术

AI-driven Strategies for Sustainable Business Development: Lessons and Innovations Post-2008 Economic Crisis

Published:2024-05-20 Issue: Volume: Page:407-416
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Container-title:Challenges in the Turbulent Economic Environment and Organizations’ Sustainable Development
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Author:

Dernóczi-Polyák Adrienn,Keller Veronika^ORCID

Abstract

This study focuses on the primary stakeholders of higher education institutions, students, with a particular emphasis on first-year students. The aim of the study is to segment students by institutional choice and to characterize them by demographics and by level and field of education. An online questionnaire (2,330 students) was used to investigate the factors that influence the outcome of the decision-making process at the time of application. Based on the factors (education and reputation; dormitory and services; opinion of others; city), four groups of students could be distinguished: Uninterested Students; Conscious Students; Ambitious Students; and City Lovers. The focal points (avatar, headline, visual content and textual content) of a communication campaign were identified with the help of marketing master students (12) using the Design Thinking method.

Publisher

University of Maribor Press

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