Jobs to Be Done: Searching and Prioritizing Jobs for Which Consumers Hire a Product to Get Higher Education at the Bachelor’s Programme “Marketing and Market Analytics” Consumers Hire a Product to Get Higher Education

Student: Maksumova Zebo

Educational Programme: Marketing and Market Analytics (Bachelor)

Year of Graduation: 2024

This work is devoted to the study of the application of the Jobs to be done (JBTD) concept in the field of higher education using the example of a bachelor's degree program. The purpose of the study is to search and systematize the key “jobs” for that universities are hired from the point of view of consumers, namely students of the specialty “Marketing and Market Analytics”. The research methods used are qualitative (in-depth interviews) and quantitative (surveys). Expected results include identifying key “jobs,” developing JBTD Canvas, segmenting students, and providing recommendations for marketing and communications strategies.

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