MARKETING HIGHER EDUCATION, CASE: KyUAS MBA
Vesterinen, Mikko (2011)
Vesterinen, Mikko
Kymenlaakson ammattikorkeakoulu
2011
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2011090112796
https://urn.fi/URN:NBN:fi:amk-2011090112796
Tiivistelmä
Kymenlaakso University of Applied Sciences (KyUAS) has had an MBA program in English since 2007. Between January 1 2010 and December 31 2014 Higher Education Institutes in Finland have the right to collect tuition fees from MBA degrees from non EEA-students.
KyUAS is interested in marketing the MBA program for such students coming, for example, from St. Petersburg-area in Russia. This case-study thesis is focusing on essential marketing theories of Higher Education Marketing. The main competitor analysis of KyUAS MBA degree in Finland with analysis of their chosen marketing procedures; websites and brochures are included, as well as KyUAS SWOT-analysis. This thesis is mainly based on written material about higher education marketing as well as answers to open-ended questions sent to two experts of the subject.
KyUAS MBA is quite competitive in the market. However there are some possibilities to improve the marketing and image aspects of the degree program. Pricing is reasonable. However, there are competitors that offer similar degrees for free.
Future work is recommended to be done by conducting several interviews and/or questionnaires among the possible future students from non-EEA countries such as Russia to get a covering local opinion on studying MBA in Finland. Future work should also include studies on the effect of tuition fees in Finland in general, and in comparison to other Nordic countries with or without fees.
KyUAS is interested in marketing the MBA program for such students coming, for example, from St. Petersburg-area in Russia. This case-study thesis is focusing on essential marketing theories of Higher Education Marketing. The main competitor analysis of KyUAS MBA degree in Finland with analysis of their chosen marketing procedures; websites and brochures are included, as well as KyUAS SWOT-analysis. This thesis is mainly based on written material about higher education marketing as well as answers to open-ended questions sent to two experts of the subject.
KyUAS MBA is quite competitive in the market. However there are some possibilities to improve the marketing and image aspects of the degree program. Pricing is reasonable. However, there are competitors that offer similar degrees for free.
Future work is recommended to be done by conducting several interviews and/or questionnaires among the possible future students from non-EEA countries such as Russia to get a covering local opinion on studying MBA in Finland. Future work should also include studies on the effect of tuition fees in Finland in general, and in comparison to other Nordic countries with or without fees.