Marketing communication channels and their use in student recruitment at Laurea University of Applied Sciences
Räisänen, Matias; Backman, Dunja (2013)
Räisänen, Matias
Backman, Dunja
Laurea-ammattikorkeakoulu
2013
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2013052310486
https://urn.fi/URN:NBN:fi:amk-2013052310486
Tiivistelmä
The purpose of this thesis is to investigate the opinions and images that student applicants have of Laurea University of Applied Sciences, and to examine the factors which affect their decision to apply to Laurea. The study aims to uncover the most effective marketing channels of Laurea University of Applied Sciences, and to determine how they could be further improved from the viewpoint of student recruitment.
The study was carried out as a quantitative research study, with a questionnaire form distributed to applicants along with the entrance examination invitations which needed to be completed and returned for entrance examinations in autumn 2012. The questions were planned in cooperation with the marketing department of Laurea UAS. A total of 4161 forms were sent and 1776 applicants returned the form, resulting in a response rate of 43%. The responses were then entered into PASW statistical analysis software for further analysis.
The theoretical section of the thesis discusses marketing in general, and introduces the marketing mix. Marketing communications are also reviewed, and different marketing communications channels introduced.
The results of the study show that the new applicants' main source of information was the Laurea website, which was quite expected given the popularity of internet. Another important information channel was the traditional applicants' guide book, which is available in both electronic and physical form, and is distributed to secondary level schools. Word of mouth was also a significant information channel, which is also difficult to affect through marketing. Positively influencing the experiences of past and present students is vital in to the creation of a good image, as well as marketing through social media and following the latest trends in social marketing.
The study was carried out as a quantitative research study, with a questionnaire form distributed to applicants along with the entrance examination invitations which needed to be completed and returned for entrance examinations in autumn 2012. The questions were planned in cooperation with the marketing department of Laurea UAS. A total of 4161 forms were sent and 1776 applicants returned the form, resulting in a response rate of 43%. The responses were then entered into PASW statistical analysis software for further analysis.
The theoretical section of the thesis discusses marketing in general, and introduces the marketing mix. Marketing communications are also reviewed, and different marketing communications channels introduced.
The results of the study show that the new applicants' main source of information was the Laurea website, which was quite expected given the popularity of internet. Another important information channel was the traditional applicants' guide book, which is available in both electronic and physical form, and is distributed to secondary level schools. Word of mouth was also a significant information channel, which is also difficult to affect through marketing. Positively influencing the experiences of past and present students is vital in to the creation of a good image, as well as marketing through social media and following the latest trends in social marketing.