Digital marketing communication of student exchange programs at Tec De Monterrey, Mexico
Ikonen, Paula (2020)
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202004296591
https://urn.fi/URN:NBN:fi:amk-202004296591
Tiivistelmä
The purpose of the thesis is to enhance digital marketing communication for student exchange programs at Tec de Monterrey University in Queretaro, Mexico. The topic was decided during the author’s exchange on the campus and her internship in International Program Office, whose goal is to increase the number of exchange students in Queretaro.
The theoretical framework defines the key concepts of digital marketing. In addition, relevant media channels are explained and analysed. The empirical part of the thesis consists of applied qualitative research, which is designed to answer specific questions aimed at solving practical problems. The main research question is: How to improve digital marketing communication for exchange study programs in Queretaro? The main research question is further divided into two investigative questions: What is the current situation of digital marketing strategy? and What could be done better?
In order to find the answers to the research questions, the current digital media channels of International Program Office were analyzed and interviews were conducted with exchange students. The author’s personal experience as an exchange student gained during 7 months in Tec de Monterey was also used as resource for development ideas. The research covers IPO’s webpage and its social media channels Facebook and Instagram.
The findings of the research helped suggest development ideas for the digital marketing of Tec de Monterrey University in Queretaro.
The theoretical framework defines the key concepts of digital marketing. In addition, relevant media channels are explained and analysed. The empirical part of the thesis consists of applied qualitative research, which is designed to answer specific questions aimed at solving practical problems. The main research question is: How to improve digital marketing communication for exchange study programs in Queretaro? The main research question is further divided into two investigative questions: What is the current situation of digital marketing strategy? and What could be done better?
In order to find the answers to the research questions, the current digital media channels of International Program Office were analyzed and interviews were conducted with exchange students. The author’s personal experience as an exchange student gained during 7 months in Tec de Monterey was also used as resource for development ideas. The research covers IPO’s webpage and its social media channels Facebook and Instagram.
The findings of the research helped suggest development ideas for the digital marketing of Tec de Monterrey University in Queretaro.