External Communication Strategy for International Student Recruitment at Karelia University of Applied Sciences
Vokhta, Alla (2022)
2022
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022121228019
https://urn.fi/URN:NBN:fi:amk-2022121228019
Tiivistelmä
This paper examines Karelia University of Applied Sciences (Karelia UAS) as an educational service provider and leads to the formulation of a communication strategy to attract international students. The necessity for this research arose from the aim of the university of applied sciences to increase the number of international students and the internationality of the organization in general.
The study's theoretical framework consists of PEST and SWOT analyses, the 5W model, the VRIO framework, and the 7Ps of the marketing mix. The research is entirely based on secondary data and conducted with the use of electronic articles, literature, and previously released research regarding this topic.
Using educational environment analysis, data gathered through researching the topic of educational service, and situation analysis, the author formulated the communication strategy for a specific customer group and identified the approaches and channels to attract potential students to apply to Karelia UAS.
The major recommendation to the university of applied sciences is to invest in product and promotion by adapting famous among other institutions practices. Karelia UAS should focus on its branding and meeting customer expectations.
The study's theoretical framework consists of PEST and SWOT analyses, the 5W model, the VRIO framework, and the 7Ps of the marketing mix. The research is entirely based on secondary data and conducted with the use of electronic articles, literature, and previously released research regarding this topic.
Using educational environment analysis, data gathered through researching the topic of educational service, and situation analysis, the author formulated the communication strategy for a specific customer group and identified the approaches and channels to attract potential students to apply to Karelia UAS.
The major recommendation to the university of applied sciences is to invest in product and promotion by adapting famous among other institutions practices. Karelia UAS should focus on its branding and meeting customer expectations.