Development of marketing concepts to attract more female students in STEM subjects: Using the example of Aschaffenburg University of Applied Sciences
Rauscher, Carolin (2024)
Rauscher, Carolin
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202403134314
https://urn.fi/URN:NBN:fi:amk-202403134314
Tiivistelmä
This master's thesis deals with the development of marketing strategies to attract more female students to STEM subjects. The Aschaffenburg University of Applied Sciences is used as an example.
To develop strategies for possible marketing methods, the thesis first provides an insight into the current situation in the STEM field and identifies reasons why fewer girls and young women are interested in STEM compared to boys and men.
There are many reasons for the underrepresentation of women in STEM fields. In addition to the obstacle of being one of the few women to study and/or work in a male-dominated environment, it is also apparent that gender-stereotypical job descriptions, misconceptions about STEM professions, a lack of role models, too few mentoring programs and a lower self-assessment prevent young women from choosing a STEM profession.
A situation analysis of the Aschaffenburg University of Applied Sciences provides insight into the conditions the university already offers for female students. By applying a SWOT analysis, its strengths/weaknesses and opportunities/risks are highlighted. Together with the theoretical principles discussed before, corresponding marketing instruments are developed to increase the number of female students in STEM subjects.
This thesis concludes with recommendations for action for Aschaffenburg University of Applied Sciences to attract female students to STEM subjects through the use of appropriate marketing tools. The focus is on online marketing tools. The recommendations for action include the reformulation of the course pages in the STEM subjects in a gender-appropriate way, the development of an information page on the subject of STEM, adding an online self-assessment tool for self-assessment and reducing dropouts, the project “UniHERsity by TH Aschaffenburg UAS” by creating a website and app specifically aimed at schoolgirls and young women who are interested in STEM, targeted social media marketing and corresponding campaigns on Instagram with role models from the STEM field and the promotion of internationalization in the STEM fields.
To develop strategies for possible marketing methods, the thesis first provides an insight into the current situation in the STEM field and identifies reasons why fewer girls and young women are interested in STEM compared to boys and men.
There are many reasons for the underrepresentation of women in STEM fields. In addition to the obstacle of being one of the few women to study and/or work in a male-dominated environment, it is also apparent that gender-stereotypical job descriptions, misconceptions about STEM professions, a lack of role models, too few mentoring programs and a lower self-assessment prevent young women from choosing a STEM profession.
A situation analysis of the Aschaffenburg University of Applied Sciences provides insight into the conditions the university already offers for female students. By applying a SWOT analysis, its strengths/weaknesses and opportunities/risks are highlighted. Together with the theoretical principles discussed before, corresponding marketing instruments are developed to increase the number of female students in STEM subjects.
This thesis concludes with recommendations for action for Aschaffenburg University of Applied Sciences to attract female students to STEM subjects through the use of appropriate marketing tools. The focus is on online marketing tools. The recommendations for action include the reformulation of the course pages in the STEM subjects in a gender-appropriate way, the development of an information page on the subject of STEM, adding an online self-assessment tool for self-assessment and reducing dropouts, the project “UniHERsity by TH Aschaffenburg UAS” by creating a website and app specifically aimed at schoolgirls and young women who are interested in STEM, targeted social media marketing and corresponding campaigns on Instagram with role models from the STEM field and the promotion of internationalization in the STEM fields.