A Conjoint Analysis of MBA Market Preferences When Choosing a University in Indonesia

Customer Value-Oriented Business Education in The Post-Covid Era: The Case of MBA Programs in Russia

“…The study has revealed factors and parameters of customer value in digital business education on the basis of the experience of Russian universities during the Covid era, using the example of MBA programmes. Much of the previous research in this area has focused on assessing the significance of the leading parameters (Jeckells 2021;Vincenthio et al 2021;Choi et al 2019) or core motivations for learning (Bhatt et al 2021;Wilkins et al 2018;Ronnie and Wakeling 2015). The present work has made it possible to advance the study of this issue and show a wide range of parameters that determine the value of a programme for students who have different priorities and belong to different sociodemographic segments.…”

“…Obtaining an MBA degree is a lengthy, costly and complex educational process, which requires careful consideration of consumer choice. Competition in the market for education is high, so the attention of contemporary research has been drawn, on the one hand, to differentiation and development of educational programme brands (Lomer et al 2018;Wilkins and Huisman 2015) and, on the other, to analysis of programmes' perceived value, through the study of customer choice in relation to educational products (Jeckells 2021;Vincenthio et al 2021;Choi et al 2019;Yang and Mutum 2015). Researchers often view decision-making processes and selection of MBA programmes through the prism of students' needs, which also reveal their preferences (Al-Mutairi and Saeid 2016;Morgan and Direito 2016;Özmen et al 2014).…”