Central Europe University market mapping: How Universities are attracting high school students

Abstract

This thesis was conducted as a part of my Bachelor of Business Administration degree at Kajaani University of Applied Sciences. The research aimed to create an international marketing plan for the commissioning party – Kajaani University of Applied Sciences and conduct interviews with students who have experience of studying in Central European countries to better understand the local market in Central Europe for education.

The ultimate goal of the international marketing plan would be to obtain enrollments from Central European countries, with a focus on countries such as Germany, the Czech Republic, and Slovakia. The marketing plan includes procedures for short and long-term marketing goals and solutions for attracting international students.