Marketing Finnish Higher Education in Nigeria: a study on the best Marketing practices for the Nigerian Market
Simon Akinremi, Bridget (2022)
Simon Akinremi, Bridget
2022
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202204205487
https://urn.fi/URN:NBN:fi:amk-202204205487
Tiivistelmä
Many Nigerian students have long opted to study in Finland because it is a country known for quality education and a good standard of living. However, the number of Nigerian students opting for Finnish higher education has dwindled. The purpose of this study is to examine the best marketing practice that Whiterock, as the case company, has adopted to market Finnish higher education. It aims to explore the marketing communication methods adopted and how an improvement in the marketing communication strategies can help the company grow its market of Finland as a study destination. The study was limited to marketing opportunities and communication means to its target audience—the main theories includes marketing strategies, marketing communication, the communication strategies, and framework. The empirical study was a qualitative semi-structured interview of the staff of Whiterock, both management and marketing staff of the company, and the material was processed through thematic analysis. The result showed that the company adopted various strategies to market its Finland market segment, including social media, commercial advertisement, referral, word of mouth marketing, which was the best practice for getting quality clients.
Kokoelmat
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