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Digital Marketing as a tool to integrate immigrants in Finland : Case Company StartUp Refugees

Azizi, Sharifah (2023)

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Azizi, Sharifah
2023
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023110929026
Tiivistelmä
This research project delves into the marketing techniques employed by StartUp Refugees, a governmental organization dedicated to helping immigrants integrate into the Finnish labor market. The main objective is to gain an understanding of how their digital marketing tactics impact integration in Finland.

Through this research, the aim is to provide insights that can enhance the digital marketing efforts of StartUp Refugees and contribute to the field of digital marketing for immigrant integration. The thesis outlines the research methodology, digital marketing tools, data collection, and analysis, with an emphasis on interviews conducted with StartUp Refugees management, immigrants who have utilized the organization’s services, as well as immigrants who are unaware of StartUp Refugees.

The project involves analyzing StartUp Refugees digital marketing strategies, identifying the challenges they face, and exploring opportunities for improvement by using SWOT analysis and interviews with members of the StartUp Refugees management team, immigrants who have benefited from their services, as well as individuals who are unaware of the organization’s existence.

Key findings reveal that StartUp Refugees effectively utilizes social media platforms, content strategies, and promotional campaigns to engage with immigrants. Challenges include budgets, for the most part. However, there are also opportunities through partnerships and incorporating community feedback mechanisms.

This research offers recommendations for collaboration storytelling techniques, accessibility improvements, and implementing community feedback mechanisms to enhance marketing strategies. The insights gained from this study contribute knowledge to the field of marketing for immigrant integration.
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