Qualitative insights into student enrollment for Curio

This qualitative study focuses on examining the MBO program in Facility Services. During this program, students learn how to perform certain services for companies or organizations. Examples include facilitating events and conferences, purchasing and inventory management, or ensuring the safety of these companies' environments. However, for many prospective students, the meaning of the term 'facilities' remains unclear and does not sufficiently capture their imagination. This makes it difficult for students to form a clear picture of the Facilities Management program.

There are currently a number of questions surrounding the Facility Management programs that are affecting enrollment. Do VMBO students know what the future, professional, and career prospects are in the field of facility management? Is it clear what the programs stand for? Curio has Markteffect to assist in gathering insights into the questions that are being asked within Curio.

Our approach

For this study, qualitative research was conducted among the target group of third-year VMBO students who are about to start an MBO program. A workshop was used to explore the perceptions of VMBO students regarding the Facility Management program. For example, what skills and qualities do students think they need for the Facility Management program, and what are the career prospects? This study revealed various insights and results that can help Curio to better position the program.

Results

This study has shown that there is a clear gap between the actual image and the perception of the program among VMBO students. The students involved have little knowledge and understanding of the Facility Services program. In order to achieve the desired image, Curio must ensure that a realistic picture of the program is created. Clarifying the characteristics and skills required for this program can help in this regard. This also applies to the career opportunities after completing this program. The more realistic image that can be created will result in greater clarity about the Facility Services program. This will reduce the gap between the actual image and reputation of the program.

"The results of this study have confirmed our gut feeling and given us direction on where we need to focus our efforts." – Wilma van Bommel, Account Manager Marketing and Communication

Specialists who worked on this research:

We are an independent research agency specializing in providing insights based on market research. This project was made possible by a team of skilled experts with extensive knowledge and experience in the field of market research. If you have any questions about this research or are interested in how we can help with a similar project, please do not hesitate to contact us. We are happy to assist you!