International Student Recruitment Marketing in Finnish UAS
Khadka, Sameer (2017)
Khadka, Sameer
Oulun ammattikorkeakoulu
2017
Creative Commons Attribution-NonCommercial-ShareAlike 3.0 Unported
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2017091114968
https://urn.fi/URN:NBN:fi:amk-2017091114968
Tiivistelmä
The government of Finland have been allocating huge amount of budget to provide free and quality education for their citizens. Due to non-tuition fee policy, Finland was one of the selective destination for higher education from international student’s view point. However, the government of Finland implemented a new regulation regarding tuition fees and 2017 on wards, the higher education institutions will no longer receive the funds which were previously provided by the government. As a result, international students have to pay certain amount of money as tuition fees to pursue higher education.
This thesis has been assigned by Finnish Network for International Programmes or also known as FINNIPS. FINNIPS is a cooperation network of more than 17 Universities of Applied Sciences (UAS). These UAS offers over 40 bachelor’s degree programme which are taught in English. The main task of FINNIPS is to organize entrance exams outside Finland. Apart from that, FINNIPS also promotes Finnish education and UAS by participating in study fairs and exhibitions.
Since the implementation of tuition fee regulation came into effect, there has been a serious discussion on how to attract international student in Finnish UAS. This thesis is prepared to highlight the significance of marketing in higher education institutions. Moreover, the purpose of the thesis is to figure out the marketing strategies of Finnish UAS, to find out the challenges in recruitment marketing and to suggest the possible ways to compete in global education market.
Both qualitative and quantitative research are included as part of research methodology. Various reports, books, journals, e sources were accessed as qualitative research. On the other hand, a questionnaire was constructed as quantitative research. The questions were related with recruitment marketing and it was designed with the cooperation of FINNIPS. The respondents were the employees from marketing department of Finnish UAS.
The findings from the research indicates that Finnish UAS needs to improvise the marketing efforts because the number of applicants outside Finland have been slightly decreased in spring 2017.Moreover, insufficient budget for marketing, lack of knowledge on adopting effective marketing channels and lack of internal and regional collaboration were found as the key challenges in recruitment marketing of UAS.
This thesis has been assigned by Finnish Network for International Programmes or also known as FINNIPS. FINNIPS is a cooperation network of more than 17 Universities of Applied Sciences (UAS). These UAS offers over 40 bachelor’s degree programme which are taught in English. The main task of FINNIPS is to organize entrance exams outside Finland. Apart from that, FINNIPS also promotes Finnish education and UAS by participating in study fairs and exhibitions.
Since the implementation of tuition fee regulation came into effect, there has been a serious discussion on how to attract international student in Finnish UAS. This thesis is prepared to highlight the significance of marketing in higher education institutions. Moreover, the purpose of the thesis is to figure out the marketing strategies of Finnish UAS, to find out the challenges in recruitment marketing and to suggest the possible ways to compete in global education market.
Both qualitative and quantitative research are included as part of research methodology. Various reports, books, journals, e sources were accessed as qualitative research. On the other hand, a questionnaire was constructed as quantitative research. The questions were related with recruitment marketing and it was designed with the cooperation of FINNIPS. The respondents were the employees from marketing department of Finnish UAS.
The findings from the research indicates that Finnish UAS needs to improvise the marketing efforts because the number of applicants outside Finland have been slightly decreased in spring 2017.Moreover, insufficient budget for marketing, lack of knowledge on adopting effective marketing channels and lack of internal and regional collaboration were found as the key challenges in recruitment marketing of UAS.