The Role of Student Ambassador in Oulu UAS’s Marketing activities and Vietnamese Applicants' decision-making process

Abstract

The thesis attempts to clarify Student Ambassador program’s contribution in Oulu University of Applied Sciences’ marketing activities and the role of this program in Vietnamese students’ decision-making process. The research is commissioned by Oulu University of Applied Sciences with the aim of being used as a reference in content strategies and resources allocating of Oulu University of Applied Sciences' advertising products. The research provides systematic material covering the theoretical framework of international education, marketing-mix in higher education institutions and decision-making process. References for the research are retrieved from the official statistics of Vietnam and Finland such as CIMO and other academic articles. The practical part examined Vietnamese prospects’ decision-making process and the role of Student Ambassador in this process. Qualitative research method is utilised to conduct interviews on three different groups. The thesis may provide a multifaceted view of the Vietnam current market situation and expose Oulu University of Applied Sciences’ existing marketing and promotion activities especially those which contributed by Student Ambassador program. To achieve the goals, opinions from educational experts, Vietnamese students and parents are analysed. The research also incorporates suggestions from interviewees for Oulu UAS to improving future marketing activities.