Developing a Services Marketing Plan for Finnish Language Courses : Case Study: Laajasalon Opisto
Kononen, Erica (2014)
HAAGA-HELIA ammattikorkeakoulu
2014
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2014091613999
https://urn.fi/URN:NBN:fi:amk-2014091613999
Tiivistelmä
This study investigates how Laajasalon Opisto can improve its Finnish language courses offered to immigrants by using services marketing concepts. The main research output is to create an implementable services marketing plan.
The conceptual framework was based on theories on migration and services marketing. It was designed to illustrate how relevant concepts were to be used to bridge the gap between the immigrant customers’ expectations and perception of Laajasalon Opisto’s Finnish language courses.
The thesis used an exploratory single case study as its research design. The data used and analyzed were qualitative primary data collected during the fall of 2013.
Data analysis revealed that there is very little gap between customer expectations and perceptions. Laajasalon Opisto met the general expectations of its immigrant consumers. Its consumers were satisfied with the teachers and the pedagogical methods used. To improve its services, the school is recommended to concentrate on its communication plan. It must also organize events, trips and projects that would enhance the immigrant students’ integration into Finnish life.
The final services marketing plan submitted raised all of these points as well as practical suggestions addressing the courses’ weaknesses. All in all, the study’s objectives were met. The commissioning party responded positively to this report.
The conceptual framework was based on theories on migration and services marketing. It was designed to illustrate how relevant concepts were to be used to bridge the gap between the immigrant customers’ expectations and perception of Laajasalon Opisto’s Finnish language courses.
The thesis used an exploratory single case study as its research design. The data used and analyzed were qualitative primary data collected during the fall of 2013.
Data analysis revealed that there is very little gap between customer expectations and perceptions. Laajasalon Opisto met the general expectations of its immigrant consumers. Its consumers were satisfied with the teachers and the pedagogical methods used. To improve its services, the school is recommended to concentrate on its communication plan. It must also organize events, trips and projects that would enhance the immigrant students’ integration into Finnish life.
The final services marketing plan submitted raised all of these points as well as practical suggestions addressing the courses’ weaknesses. All in all, the study’s objectives were met. The commissioning party responded positively to this report.