Evaluation of Students' Brand Perception of the International Business Degree Program – Case of Häme University of Applied Sciences

Abstract

Brand perception is an important concept in marketing that deals with the emotions of consumers and helps brands to stand out among their competitors. With the gaining popularity of social media among consumers, brands are turning towards social media marketing to improve their brand perception. This study was carried out specifically with the focus of finding social media marketing strategies to improve the brand perception of the International Business Degree program at Häme University of Applied Sciences (HAMK). Data was collected using a questionnaire choosing 100 students of the HAMK International Business (HAMK IB) degree program as the sample. By analyzing the responses to the questionnaire, comparing the social media activities of HAMK IB social media channels to the social media channels of three competitive degree programs, along with an interview with the Head of the Degree Program International Business, organic social media marketing strategies were suggested to HAMK IB in order to improve its brand perception. Keywords HAMK International Business (HAMK IB), Brand Perception, Social Media Marketing, Higher Education Pages 53 pages and appendices 04 pages