IMPROVING MARKETING MANAGEMENT OF HIGHER EDUCATION DEGREE PROGRAMMES THROUGH BENCHMARKING
Daelemans, Karoliina (2011)
Daelemans, Karoliina
Kymenlaakson ammattikorkeakoulu
2011
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2011121518616
https://urn.fi/URN:NBN:fi:amk-2011121518616
Tiivistelmä
Research project aims to answer to how can the marketing management process of Kymenlaakso University of Applied Sciences degree programmes conducted in English be improved to attract higher numbers of motivated international students.
Benchmarking was chosen as the method for identifying needs for development as the entire purpose of the research was to learn from other higher education organizations. Collecting data independently, observing internal processes, and conducting internal and external interviews were used in identifying different factors in the marketing management process.
Results of the research indicate that there are several different ways of distributing the responsibilities in the marketing management of degree programmes. In addition there were notable differences between Kymenlaakso UAS and the comparator institutions in forms of cooperation, issues related to marketing and the best practices in use.
Based on the findings involving top management, launching a recruitment team concentrating in recruiting international degree students and establishing functional cooperation are the most important actions suggested for Kymenlaakso UAS. In addition, the timing of the marketing process should be re-evaluated and resources should be increased.
Benchmarking was chosen as the method for identifying needs for development as the entire purpose of the research was to learn from other higher education organizations. Collecting data independently, observing internal processes, and conducting internal and external interviews were used in identifying different factors in the marketing management process.
Results of the research indicate that there are several different ways of distributing the responsibilities in the marketing management of degree programmes. In addition there were notable differences between Kymenlaakso UAS and the comparator institutions in forms of cooperation, issues related to marketing and the best practices in use.
Based on the findings involving top management, launching a recruitment team concentrating in recruiting international degree students and establishing functional cooperation are the most important actions suggested for Kymenlaakso UAS. In addition, the timing of the marketing process should be re-evaluated and resources should be increased.