STUDY ON THE MARKETING STRATEGY OF HIGHER EDUCATION INSTITUTION (CASE COMPANY SAMK INTERNATIONAL BUSINESS)

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ABSTRACT


The purpose of conducting this thesis was to study on the marketing strategy of an educational institution. The aim of this thesis was to study on current marketing strat-egy and suggest the case company with new and effective ideas for marketing.

The theoretical part of this thesis hold three main elements with basic knowledge of marketing. Along with marketing mix, this thesis also covered segmentation as well as marketing strategy. For the time being, SWOT approach was utilized to analyze the strength, weakness, opportunity and threat of case company. Furthermore, along with the importance of marketing in education the importance of social media as well as digital media was enclosed in the thesis.

The background information and practical data for the marketing strategy was reu-nited from both primary as well as secondary data. Those can be found not only from academic books, official websites, articles and journals but also from the writers own observation while studying in case company and the interview with the communication and marketing specialist of SAMK.


For the empirical part of the thesis, the overview on Satakunta university of applied science has been shaped with its different faculty in different cities as well as various educational and non-educational facilities. In the second part, marketing strategy of case company was researched and analyzed in detail. With the above study and re-search, the writer was able to produce several recommendations for the case company which will help case company to extend its strategy in new areas.


TABLE OF CONTENTS

1          INTRODUCTION
            1.1       Background
            1.2       Aims and objective
            1.3       Limitation of the thesis
            1.4       Conceptual framework

2          CASE COMPANY

3          METHODOLOGY
            3.1       Validity and reliability
            3.2       Data collection and analysis

4          MARKETING IN EDUCATION

5          MARKETING STRATEGY
            5.1       Marketing
            5.2       Marketing mix
                        5.2.1 Product
                        5.2.2 Price
                        5.2.3 Place
                        5.2.4 Promotion
                        5.2.5 Process
                        5.2.6 Physical element
                        5.2.7 People
            5.3       Segmentation
            5.4       Target market

6          SOCIAL MEDIA AND DIGITAL MEDIA MARKETING
            6.1       Social media
            6.2       Digital media

7          SURVEY ANALYSIS
            7.1       Background
            7.2       social media
            7.3       Knowledge about case company
            7.4       Application medium
            7.5       Tuition fees

8          SWOT

9          CONCLUSION AND RECOMMENDATION
            9.1       Conclusion
            9.2       Recommendation

10 FINAL WORDS
REFERENCES
APPENDICES 


1     INTRODUCTION


1.1  Background
  
Degree program in International business is one of many faculties included in the study programs of Satakunta university of applied science situated in Rauma campus. De-gree program in international business is all about problem based learning which helps to inspire as well as challenge students to learn. In addition, the specialty of interna-tional business is learning in an international environment. Students from various parts of the world with distinct cultures, traditions, values, lifestyle gather together at Rauma campus and share learning activities with each another.


My connection with case company is that I am one of the International Business stu-dent at Rauma campus. On autumn 2016, I participated for the project called YouTube marketing where we were supposed to prepare YouTube video which would help SAMK to attract new international as well as national students to study international business program in Rauma. While working in that project the idea of this thesis was generated.


The purpose of this thesis is to acknowledge the marketing and promotional activities of international business SAMK. Meanwhile, it will also try to find out the focus area while doing the promotion. This study will try to find out effective channel of promo-tion which has been used in the past and try to expand it to the new areas in future. The goal of this thesis is to provide detail view on marketing strategy and provide SAMK with some suggestions and innovative ideas which will be gathered during this study.

1.2   Aims and objective

Finland was the country which used to provide free education to the students from all over the world. However, the current situation is different. After the change in rules by the government of Finland, student outside EU country should pay certain amount...


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