A study of perception gap between University of Applied Science and general public in Southern Finland : a comparative analysis of Turku, Tampere and Haaga-Helia University of Applied Sciences
Ng, Alan (2014)
Ng, Alan
Turun ammattikorkeakoulu
2014
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2014060912272
https://urn.fi/URN:NBN:fi:amk-2014060912272
Tiivistelmä
Since Finnish University of Applied Sciences (UAS) was introduced in the beginning of 90s, the role and position of UAS have been undergone a fierce discussion in the past 20-year education reform. As later supported by the research findings, the current social recognition of UAS in Finland is still relatively low than the traditional research-based university.
This research investigates how public relations (PR) in UAS executes different PR and media activities to build relationship with their target publics and thereby bettering UAS’s brand image and recognition in Finland; and how the target publics actually perceive the brand of UAS. The main objective of this thesis is to explore the potential perception gap between UAS and its target public. The thesis is concluded by several recommendations for UAS’s PR practitioners.
The theoretical framework was designed with respect to PR relationship building, media relations and branding in PR.
Data collection for this paper comprises both qualitative (interviewing four marketing and communication managers from Turku UAS, Tampere UAS and Haaga-Helia UAS) and quantitative (online survey targeting students from Finnish high school, tertiary education institutions, graduates and employees in Turku, Tampere and Helsinki region) methods. The interviewees were asked about their PR role, PR activities and their views on public perception towards UAS. The survey respondents were questioned as to their perception on UAS, decision-making factors while choosing either UAS or University, the habit of using media channels and views on information received about UAS.
The findings of the research reveal that UAS is facing a problem of low social recognition and the relative significant perception gap between the UAS and public. The messages UAS’s PR usually delivered are related to degree application, diversity or specialized degree programs and job-oriented education. However, except the agreement on job-oriented nature, the public concerns more on UAS’s limited teaching and learning resources, companies’ network and opportunity for personal growth.
This research investigates how public relations (PR) in UAS executes different PR and media activities to build relationship with their target publics and thereby bettering UAS’s brand image and recognition in Finland; and how the target publics actually perceive the brand of UAS. The main objective of this thesis is to explore the potential perception gap between UAS and its target public. The thesis is concluded by several recommendations for UAS’s PR practitioners.
The theoretical framework was designed with respect to PR relationship building, media relations and branding in PR.
Data collection for this paper comprises both qualitative (interviewing four marketing and communication managers from Turku UAS, Tampere UAS and Haaga-Helia UAS) and quantitative (online survey targeting students from Finnish high school, tertiary education institutions, graduates and employees in Turku, Tampere and Helsinki region) methods. The interviewees were asked about their PR role, PR activities and their views on public perception towards UAS. The survey respondents were questioned as to their perception on UAS, decision-making factors while choosing either UAS or University, the habit of using media channels and views on information received about UAS.
The findings of the research reveal that UAS is facing a problem of low social recognition and the relative significant perception gap between the UAS and public. The messages UAS’s PR usually delivered are related to degree application, diversity or specialized degree programs and job-oriented education. However, except the agreement on job-oriented nature, the public concerns more on UAS’s limited teaching and learning resources, companies’ network and opportunity for personal growth.