Improving the desirability and visibility of Porvoo campus for non-EU/EEA students
Hollen, Chinara (2017)
Hollen, Chinara
Haaga-Helia ammattikorkeakoulu
2017
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201704164826
https://urn.fi/URN:NBN:fi:amk-201704164826
Tiivistelmä
This research work was commissioned by Haaga.Helia University of applied Sciences, Porvoo campus. As of January 2017, universities are obliged to charge students coming from non-EU/EEA countries tuition fees which in turn raised concerns for smaller campuses like the one in Porvoo in attracting the usual high number of international students to international programmes. These smaller campuses situated in small cities might not be very attractive to international students even if the programme themselves are of the same level as of the campuses situated more centrally for e.g. HAAGA-HELIA’s campus in Helsinki. Thus a need was raised to find ways to maintain the high number of international students or at least propose a set of suggestions to prevent their number from dwindling. Recommendations to solve the challenge is offered in this thesis.
Several theories were used in this project such as marketing in educational institutions, buyer decision process, service marketing, content marketing and social media marketing. Both interview and surveys were used to assess the current situation of the international degree programmes in Porvoo campus to map out the starting point of thesis project. In addition to primary data, secondary data was utilised to back up findings.
The results of the interviews showed that currently Porvoo campus is not marketed separately and its marketing is rather incorporated in HAAGA-HELIA’s overall marketing activities. The survey results showed that generally current students are satisfied with the level of education provided in the campus as well as with information provided. However, few areas of improvements were identified and recommendations presented which include careful marketing planning, choosing right marketing channels and implementing content marketing strategies.
Several theories were used in this project such as marketing in educational institutions, buyer decision process, service marketing, content marketing and social media marketing. Both interview and surveys were used to assess the current situation of the international degree programmes in Porvoo campus to map out the starting point of thesis project. In addition to primary data, secondary data was utilised to back up findings.
The results of the interviews showed that currently Porvoo campus is not marketed separately and its marketing is rather incorporated in HAAGA-HELIA’s overall marketing activities. The survey results showed that generally current students are satisfied with the level of education provided in the campus as well as with information provided. However, few areas of improvements were identified and recommendations presented which include careful marketing planning, choosing right marketing channels and implementing content marketing strategies.