Market development by utilizing alumni practices : case: the Degree Programme in International Business in Lahti University of Applied Sciences Ltd
Lallukka, Tuuli (2017)
Lallukka, Tuuli
Lahden ammattikorkeakoulu
2017
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201702092246
https://urn.fi/URN:NBN:fi:amk-201702092246
Tiivistelmä
Recently, education has become a service product which requires efficient marketing operations. Among higher education institutions the competition has increased significantly, and therefore they need to come up with creative ways to stand out from the crowd with their marketing strategies.
The objective of this research is to gain more understanding about the current marketing practices of the Degree Programme in International Business of Lahti University of Applied Sciences and to develop marketing of study program by utilizing alumni and their experiences and stories about their career paths.
In the study the research approach will be deductive and the qualitative research methods will be utilized. The collected data is from both secondary and primary sources. The secondary sources consist of literature and online sources. The primary source of data includes interviews of the personnel of the Lahti University of Applied Sciences and of the graduated students of the Degree Programme in International Business.
The theories which will be examined in the study, are marketing of intangible products, higher education marketing and storytelling as a marketing tool for marketing alumni experiences. Also the research will present an analysis of the results of the interviews and a development plan based on the theories and the interviews.
According to the findings of the research, the idea of utilizing alumni practices in marketing gained support. Also the results showed that alumni and their stories and experiences would be an efficient tool for market differentiation as long as the contact with alumni is maintained and the alumni are inspired to join the marketing activities after graduation.
The objective of this research is to gain more understanding about the current marketing practices of the Degree Programme in International Business of Lahti University of Applied Sciences and to develop marketing of study program by utilizing alumni and their experiences and stories about their career paths.
In the study the research approach will be deductive and the qualitative research methods will be utilized. The collected data is from both secondary and primary sources. The secondary sources consist of literature and online sources. The primary source of data includes interviews of the personnel of the Lahti University of Applied Sciences and of the graduated students of the Degree Programme in International Business.
The theories which will be examined in the study, are marketing of intangible products, higher education marketing and storytelling as a marketing tool for marketing alumni experiences. Also the research will present an analysis of the results of the interviews and a development plan based on the theories and the interviews.
According to the findings of the research, the idea of utilizing alumni practices in marketing gained support. Also the results showed that alumni and their stories and experiences would be an efficient tool for market differentiation as long as the contact with alumni is maintained and the alumni are inspired to join the marketing activities after graduation.