Developing Recommendations for SOME Marketing Practices for the Case Organisation
Gurung, Poonam (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024052415650
https://urn.fi/URN:NBN:fi:amk-2024052415650
Tiivistelmä
This thesis was built to develop recommendations for SOME marketing practices for the case organisation (Metropolia UASs). This study mainly focuses on providing ideas to the case organisation on how current SOME channels and activities can be improved from the eyes of its international students.
This study adopted an applied action research method (AAR) and qualitative research approach by interviewing stakeholders and Master´s students in Business Informatics at Metropolia UAS. The current state analysis (CSA) shows some observations about SOME practices of Metropolia UAS, Metropolia Business School and the Master BI Programme. The current state analysis also included a comparison of SOME activities and channels (e.g. Facebook, Instagram, LinkedIn and Twitter) between six UASs with the biggest number of international students.
In the conceptual framework and literature review, the SOSTAC model and Content strategy model were used. In the proposal building, the SOSTAC model was followed in 6 key elements: situation analysis, objectives, strategy, tactics, action and controls; and the content strategy was incorporated via its 4 elements: content types, content agility, posting day and content context. The proposal also contained the recommended measurement of engagement through 3 KPI elements: likes, comments and shares.
These proposed recommendations for SOME marketing channels, which followed the SOSTAC model and Content strategy model, were supported by the stakeholders as they seem to address the current challenges identified by CSA.
This study adopted an applied action research method (AAR) and qualitative research approach by interviewing stakeholders and Master´s students in Business Informatics at Metropolia UAS. The current state analysis (CSA) shows some observations about SOME practices of Metropolia UAS, Metropolia Business School and the Master BI Programme. The current state analysis also included a comparison of SOME activities and channels (e.g. Facebook, Instagram, LinkedIn and Twitter) between six UASs with the biggest number of international students.
In the conceptual framework and literature review, the SOSTAC model and Content strategy model were used. In the proposal building, the SOSTAC model was followed in 6 key elements: situation analysis, objectives, strategy, tactics, action and controls; and the content strategy was incorporated via its 4 elements: content types, content agility, posting day and content context. The proposal also contained the recommended measurement of engagement through 3 KPI elements: likes, comments and shares.
These proposed recommendations for SOME marketing channels, which followed the SOSTAC model and Content strategy model, were supported by the stakeholders as they seem to address the current challenges identified by CSA.