Exploring E-marketing Opportunities for Exporting Education Services : Case HAAGA-HELIA Global Education Services
Gómez , Julio (2013)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2013053011800
https://urn.fi/URN:NBN:fi:amk-2013053011800
Tiivistelmä
This Bachelor’s thesis examines online marketing opportunities for exporting education programs and education consulting services from Finland and internationally. The objective of the study is to determine how is the current
B2B environment in e-marketing communications.
The purpose of this research is to provide useful information on e-marketing strategies that would benefit HAAGA-HELIA Global Education Services (HAAGA-HELIA GES).
This study consists of a theoretical section that supports the relationship between traditional offline marketing theories and new theoretical models that explain online marketing activities.
The empirical section examines popular online marketing tools, channels, and environments including social media, in the framework of B2B communications. The qualitative research method employed included both qualitative interviews and observations. The analysis of the current e-marketing activities in the firms involved in exporting education internationally was sought through qualitative interviews. The qualitative research method was chosen with the objective to gain insight on the main communication channels and methods used by marketing managers, and how communications where handled online.
The interviews with marketing managers in different organizations involved in exporting education revealed that while the firms are seeking to increase their online presence, their marketing budget did not include e-marketing strategies in the current marketing communications plan. The final recommendation points out the challenge for HAAGA-HELIA GES in selecting, executing,and monitoring significantly strategic new platforms, tools and channels. A successful communication plan should include e-marketing strategies,offline marketing activities aligned with the overall marketing strategy, and with focus on reach, engage, and maintain the target customer.
B2B environment in e-marketing communications.
The purpose of this research is to provide useful information on e-marketing strategies that would benefit HAAGA-HELIA Global Education Services (HAAGA-HELIA GES).
This study consists of a theoretical section that supports the relationship between traditional offline marketing theories and new theoretical models that explain online marketing activities.
The empirical section examines popular online marketing tools, channels, and environments including social media, in the framework of B2B communications. The qualitative research method employed included both qualitative interviews and observations. The analysis of the current e-marketing activities in the firms involved in exporting education internationally was sought through qualitative interviews. The qualitative research method was chosen with the objective to gain insight on the main communication channels and methods used by marketing managers, and how communications where handled online.
The interviews with marketing managers in different organizations involved in exporting education revealed that while the firms are seeking to increase their online presence, their marketing budget did not include e-marketing strategies in the current marketing communications plan. The final recommendation points out the challenge for HAAGA-HELIA GES in selecting, executing,and monitoring significantly strategic new platforms, tools and channels. A successful communication plan should include e-marketing strategies,offline marketing activities aligned with the overall marketing strategy, and with focus on reach, engage, and maintain the target customer.