Marketing Plan and Marketing Research for KUAS Game Studies
Tukiainen, Reno (2012)
Tukiainen, Reno
Kajaanin ammattikorkeakoulu
2012
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2012120418153
https://urn.fi/URN:NBN:fi:amk-2012120418153
Tiivistelmä
This thesis was commissioned by Tieto^2 Project. The aim of the thesis was to study higher education marketing, including marketing planning and marketing research, from the point of view of marketing Kajaani University of Applied Sciences game study programmes. After the relevant theoretical literature was reviewed, a marketing research was conducted by interviewing current KUAS game students and new applicants who had applied for KUAS game studies in the spring of 2012. Based on the analysed results of the marketing research, a marketing plan was written for KUAS game studies.
Kajaani university of Applied Sciences (KUAS) offers the oldest, most all-encompassing game study programme in Finland. Because of increasing competition in the field of Finnish game education, marketing is a crucial function. Marketing planning is an important step in marketing efforts, because it makes sure that marketing is done as effectively as possible and resources are used correctly. Marketing research is often done to aid marketing planning, because successful marketing efforts are based on customer insights.
The theoretical framework for the thesis was built on business marketing strategies and concepts that were applied for higher education marketing. The research conducted was an exploratory, descriptive marketing research that aimed to uncover customer insights through a structured questionnaire with open-ended questions. 114 responses were received, 34 from students currently studying in KUAS game studies and 80 from new applicants. The research showed that KUAS game studies were considered the best game study programme by majority of respondents, and that KUAS game study marketing has been successfully improved over years.
For the future, it is recommended that marketing planning and marketing research to support it are made an on-going process and an integral part of KUAS game study marketing effort to make sure that KUAS game studies retain their position on the increasingly competitive market.
Kajaani university of Applied Sciences (KUAS) offers the oldest, most all-encompassing game study programme in Finland. Because of increasing competition in the field of Finnish game education, marketing is a crucial function. Marketing planning is an important step in marketing efforts, because it makes sure that marketing is done as effectively as possible and resources are used correctly. Marketing research is often done to aid marketing planning, because successful marketing efforts are based on customer insights.
The theoretical framework for the thesis was built on business marketing strategies and concepts that were applied for higher education marketing. The research conducted was an exploratory, descriptive marketing research that aimed to uncover customer insights through a structured questionnaire with open-ended questions. 114 responses were received, 34 from students currently studying in KUAS game studies and 80 from new applicants. The research showed that KUAS game studies were considered the best game study programme by majority of respondents, and that KUAS game study marketing has been successfully improved over years.
For the future, it is recommended that marketing planning and marketing research to support it are made an on-going process and an integral part of KUAS game study marketing effort to make sure that KUAS game studies retain their position on the increasingly competitive market.