International students' perceptions of the university image of Laurea UAS. Case study.
Konovalenko, Anastasiia (2021)
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021061816372
https://urn.fi/URN:NBN:fi:amk-2021061816372
Tiivistelmä
The main purpose of this thesis is to study perception of the current university image of Laurea UAS by international students. The secondary research objective was to determine the importance of the university brand overall and how it potentially can be improved. Laurea University of Applied Sciences was chosen as a case company as it is an alma mater of the researcher as well as because the university takes great pride in its internationality. This thesis introduces the case company of Laurea University of Applied Sciences – its history, motto and structure. The theoretical background reflects findings regarding major topics, relating to the research, including statistics on international students, explanation of the concept of “university image” and its importance, as well as the concept of “internationalization” and reasons for it.
The research part of the thesis was conducted through implementation of both qualitative and quantitative methods. Qualitative data was collected through thorough semi-structured interviews (5 people were interviewed) and quantitative data was collected through online surveys with 93 responses.
In brief, findings obtained through qualitative and quantitative research did not contradict each other. One of the outcomes of the thesis was highlighted flaw in communication among inside organizations, which influence overall Laurea UAS brand. However, overall, all study participants viewed the image of Laurea University of Applied Sciences positively and claimed it to be appealing for international students.
The recommendations were based on gathered through qualitative research opinions shared by interviewees. It is encouraged that Laurea UAS, Laurea marketing team and student association of the university use the results of this thesis for the sake of improvement of the overall collaboration.
The research part of the thesis was conducted through implementation of both qualitative and quantitative methods. Qualitative data was collected through thorough semi-structured interviews (5 people were interviewed) and quantitative data was collected through online surveys with 93 responses.
In brief, findings obtained through qualitative and quantitative research did not contradict each other. One of the outcomes of the thesis was highlighted flaw in communication among inside organizations, which influence overall Laurea UAS brand. However, overall, all study participants viewed the image of Laurea University of Applied Sciences positively and claimed it to be appealing for international students.
The recommendations were based on gathered through qualitative research opinions shared by interviewees. It is encouraged that Laurea UAS, Laurea marketing team and student association of the university use the results of this thesis for the sake of improvement of the overall collaboration.