Development of a student exchange marketing communications
Varamaki, Linnea (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025052415634
https://urn.fi/URN:NBN:fi:amk-2025052415634
Tiivistelmä
The purpose of this thesis was to develop the marketing communications done by the International Mobility Services at LAB University of Applied Sciences. The number of students going to student exchange has decreased for several years nationally in universities and especially in universities of applied science.
The theory is formed by the theories of marketing communications and stakeholder communication. The study included a survey to gain better understanding of how the students at LAB University of Applied Sciences prefer to follow school related information. Surveys conducted via Webropol gathered both quantitative and qualitative data, making this mixed-method research. Findings indicate that the exchange process appears complex for both students and tutor teachers, with the main obstacles being a lack of awareness about opportunities, procedures, and financial aid. Although eLAB provides much of this information, students either struggle to locate it or do not actively seek it. To overcome this issue, multiple development ideas are introduced.
To enhance engagement, exchange program marketing should be informative, clear, consistent, and tailored to students and tutor teachers. Centralized information on eLAB should be supported by structured outreach efforts, including concise resources for tutor teachers and a step-by-step application guide for students. Greater collaboration with student associations and regular communication would improve visibility and encourage independent exploration of exchange opportunities. A more engaging and accessible approach to marketing exchange programs could incorporate interactive elements such as Q&A sessions, student testimonials, and visually appealing content like infographics and short videos.
The theory is formed by the theories of marketing communications and stakeholder communication. The study included a survey to gain better understanding of how the students at LAB University of Applied Sciences prefer to follow school related information. Surveys conducted via Webropol gathered both quantitative and qualitative data, making this mixed-method research. Findings indicate that the exchange process appears complex for both students and tutor teachers, with the main obstacles being a lack of awareness about opportunities, procedures, and financial aid. Although eLAB provides much of this information, students either struggle to locate it or do not actively seek it. To overcome this issue, multiple development ideas are introduced.
To enhance engagement, exchange program marketing should be informative, clear, consistent, and tailored to students and tutor teachers. Centralized information on eLAB should be supported by structured outreach efforts, including concise resources for tutor teachers and a step-by-step application guide for students. Greater collaboration with student associations and regular communication would improve visibility and encourage independent exploration of exchange opportunities. A more engaging and accessible approach to marketing exchange programs could incorporate interactive elements such as Q&A sessions, student testimonials, and visually appealing content like infographics and short videos.