How the Goethe-Institut Finland Promotes Its Services to Finnish University Students of German Language

Abstract

This study analyzes how the Goethe-Institut Finnland, a nonprofit cultural German institution, promotes its services to Finnish university students of German language, by focusing on the perspectives of students in HAAGA-HELIA University of Applied Sciences.

The objective of the study is to identify the degree of familiarity of the Goethe-Institut Finnland among students of German language in HAAGA-HELIA University of Applied Sciences, to recognize the demand for its services for learners of German and to identify the most effective promotional channels used by the organization.

The theoretical part covers the definition and significance of promotion, with the emphasis on nonprofit organizations. In the empirical part, both quantitative and qualitative research methods were applied. A questionnaire-based survey was conducted among students of the degree program for Multilingual Management Assistance and its Finnish equivalent, “Johdon assistenttityön ja kielten koulutusohjelma.” In addition, three lecturers of German language in HAAGA-HELIA University of Applied Sciences were interviewed in order to broaden the perspective of the study and an interview with a Goethe-Institut Finnland employee was conducted.

Based on the findings of the study, recommendations for improvements regarding the organization’s promotional channels were made in order to get the Goethe-Institut Finnland’s name and services better known to more learners of German and to offer better services to its existing customers.