From awareness to acquisition : digital channel optimization that supports international student acquisition
Morga, Sean-Patrick (2021)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021112622104
https://urn.fi/URN:NBN:fi:amk-2021112622104
Tiivistelmä
This thesis was commissioned by the Tampere University of Applied Sciences, located in Tampere, Finland. The main purpose of this project was to increase international student enrollments to the university, in hopes of adding diversity and multicultural perspectives to degree programs, while contributing to one of the organization’s strategic objectives to internationalize. The primary objective of the research was to determine how the digital channels of the university could be optimized to increase conversion for international student prospects to enrolled attendees at the university.
The theoretical aspect of the of the study involved a literature review on content creation and engagement, information architecture, and different types of digital marketing strategies to become acquainted with current trends relating to customer-centric, digital channel practices. Integrated marketing communication was also researched, to bridge the gap between theory and practical application of digital marketing practices throughout the university’s units. Then, a sample group of international students from the school were surveyed and interviewed to collect primary data. The results were intended to provide insight on expected content, channel interaction, and engagement between prospects and the university. The respondents quantitively rated the school’s digital channel usefulness in their journey from prospect to student, which led to a content analysis of a sample from the university’s Instagram account. The results were meant to provide insight on expected content, channel interaction, and engagement between prospects and the university.
The results of the study highlighted the need for more content along the university of applied science’s digital channels that catered to international prospects’ needs and expectations. Though adequate in content creation and digital channel management, the university’s marketing efforts were best suited for current students. The data analyzed and studies conducted led to the formulation of recommendations to the higher education institution. The suggestions were tactical and customer-centric, in that they were based on student insight from the respondents. Content, engagement, and channel preferences were the main areas for development. Integrated marketing communication elements were recommended to integrate into the school’s processes. The suggestion was made with the intention to incrementally develop and foster new, collaborative opportunities to guide international student prospects to conversion in their journey to enrollment.
The theoretical aspect of the of the study involved a literature review on content creation and engagement, information architecture, and different types of digital marketing strategies to become acquainted with current trends relating to customer-centric, digital channel practices. Integrated marketing communication was also researched, to bridge the gap between theory and practical application of digital marketing practices throughout the university’s units. Then, a sample group of international students from the school were surveyed and interviewed to collect primary data. The results were intended to provide insight on expected content, channel interaction, and engagement between prospects and the university. The respondents quantitively rated the school’s digital channel usefulness in their journey from prospect to student, which led to a content analysis of a sample from the university’s Instagram account. The results were meant to provide insight on expected content, channel interaction, and engagement between prospects and the university.
The results of the study highlighted the need for more content along the university of applied science’s digital channels that catered to international prospects’ needs and expectations. Though adequate in content creation and digital channel management, the university’s marketing efforts were best suited for current students. The data analyzed and studies conducted led to the formulation of recommendations to the higher education institution. The suggestions were tactical and customer-centric, in that they were based on student insight from the respondents. Content, engagement, and channel preferences were the main areas for development. Integrated marketing communication elements were recommended to integrate into the school’s processes. The suggestion was made with the intention to incrementally develop and foster new, collaborative opportunities to guide international student prospects to conversion in their journey to enrollment.