Profilering av Södertörns Högskola : Studenternas inställning till lärosätets marknadskommunikation

• Main Authors: Leiva, Maria Isabel, Dawd, Isabella Ashtar
• Format: Others
• Language: Swedish
• Published: Södertörns högskola, Institutionen för ekonomi och företagande 2008
• Subjects: Marknadskommunikation; Marknadsföring; Profilering; Identitet; Lärosäte; Mångkultur; Mångvetenskap; Södertörns högskola; Image; Profil; Business studies; Företagsekonomi
• Online Access: http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-1508

Either if you are a company or a state owned organization, in our case Sodertorn University collage, it is very highly demanded and needed that there is a well-defined definition of the area you perform in. It is also highly recommended that you have an accurate and informal profile of the type of company you are and that you have an effective communication to your surroundings, so that they can perceive it the way the company wishes mediate the message. In this essay we have tried to explain the kind of profile Sodertorn University collage has, and how its current students perceive this profiling strategy. Sodertorn University collage profiles itself through three significant areas: the school claim themselves to be multicultural, multiscientific in an aspect when it comes to courses and programs, and as a school with an ambition to educate and form more critical thinking students. This has become Sodertorn University collages trademark and is quite significant for the school, something that we have examined in our survey among the current students. What we will examine in our essay will only be the two first mentioned components, multicultural and multiscientific programs and courses. We have also had the intention to do a comparison with an earlier essay from 1997 made by two economics students, and put our results in contrast to the earlier results since there were no previous research after this one. We also wanted to see if the profile of the school accordingly to the three components mentioned above was more or less accurate or not to the image that the students had. Our survey was done on 95 students currently studying on Sodertorn University collage; along with an interview with the temporary information manager to find out if the whether the profile was perceived in an accurate way or not. We also used litterateur that has helped us get more insight in the problem surrounding a profile, an image and an identity and how the dynamics surrounding these there takes place. We have also tried to do a comparison on how Sodertorn University collage defines the first two components in their profile and how the students define the same components. What we can conclude is that the students perceive and understand the meaning of multiscientific courses and programs, but when it comes to the definition of the multicultural word the students seem to have a much more restrained definition in comparison to the schools way of defining the word. This definition may result from an action taken by Sodertorn University collage to be more discreet about this fact.