Discovering the Strategic Functions of a Communication and Marketing Department : Case Study in Higher Education Institution
Ylilehto, Mika (2014)
Ylilehto, Mika
Lapin ammattikorkeakoulu
2014
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2014121219524
https://urn.fi/URN:NBN:fi:amk-2014121219524
Tiivistelmä
In this research the strategy of Oulu University of Applied Sciences was explicated and investigated. Furthermore, this research investigated implementation and execution of the strategy. The objective of this research was to analyse the strategy of Oulu University of Applied Sciences to determine the strategic roles and effectiveness of the Communication Services unit.
During the past two years Oulu University of Applied Sciences has had to cut down on its expenditures, because of the weakened economic situation. In its strategy Oulu University of Applied Sciences states that efficient management and effectiveness of its administrative structure are required for successful strategy
implementation.
This research was a qualitative case study. As research techniques it utilized semistructured interviews, documents, archival records and participant-observation. A literary review was also conducted for this thesis research. It was aggregated using literature from books, articles and Internet sources. The topics discussed in the literature were strategies of organizations and marketing and communication activities.
Results of this thesis demonstrate that there are some barriers to successful strategy implementation and execution in Oulu University of Applied Sciences. Some of those barriers exist in the contents of the strategy and others in the management control system and in the organizational structure. Furthermore, the findings of this study indicate that the functions of the CS are more tactical than strategic and especially strategic marketing functions are absent. Some changes are needed to enhance the strategy implementation and execution. Those changes include adding qualitative indicators to the management control system. In addition, reconsideration of functions
of the CS would benefit the organization. Furthermore, to efficiently and effectively operate in accordance with the strategy the objectives of the CS ought to derive from the
strategy.
During the past two years Oulu University of Applied Sciences has had to cut down on its expenditures, because of the weakened economic situation. In its strategy Oulu University of Applied Sciences states that efficient management and effectiveness of its administrative structure are required for successful strategy
implementation.
This research was a qualitative case study. As research techniques it utilized semistructured interviews, documents, archival records and participant-observation. A literary review was also conducted for this thesis research. It was aggregated using literature from books, articles and Internet sources. The topics discussed in the literature were strategies of organizations and marketing and communication activities.
Results of this thesis demonstrate that there are some barriers to successful strategy implementation and execution in Oulu University of Applied Sciences. Some of those barriers exist in the contents of the strategy and others in the management control system and in the organizational structure. Furthermore, the findings of this study indicate that the functions of the CS are more tactical than strategic and especially strategic marketing functions are absent. Some changes are needed to enhance the strategy implementation and execution. Those changes include adding qualitative indicators to the management control system. In addition, reconsideration of functions
of the CS would benefit the organization. Furthermore, to efficiently and effectively operate in accordance with the strategy the objectives of the CS ought to derive from the
strategy.