The European Director : - How International Offices work to market their Exchange Programs
As two former exchange students ourselves and studying the International Business and Economics program we were appealed by writing this thesis on commission for the International Office at Umeå University. The marketing of education is an area of research still in development. This lead us to our p...
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ndltd-UPSALLA1-oai-DiVA.org-umu-14592013-01-08T13:15:31ZThe European Director : - How International Offices work to market their Exchange ProgramsengArklöf, RebeccaÅström, ViktoriaUmeå universitet, Handelshögskolan vid Umeå universitetUmeå universitet, Handelshögskolan vid Umeå universitetUmeå : Handelshögskolan vid Umeå universitet2007marketingeducationservicesexchange programsbenchmarkinginternationalizationrelationshipsBusiness studiesFöretagsekonomiAs two former exchange students ourselves and studying the International Business and Economics program we were appealed by writing this thesis on commission for the International Office at Umeå University. The marketing of education is an area of research still in development. This lead us to our problem: In what way do International Offices work to market their exchange programs? The purpose of the study was to get an understanding of how International Offices in Europe work to market their exchange programs. We wanted to see and compare how the International Offices work to make students go and come on exchange programs. All this to improve the knowledge of the International Offices in Europe to become more effective and achieve greater success. We started our theory chapter by writing about service marketing: describing a service and how to work with it. We continued with theories about the marketing of education. Australia turned out to be the country where we found the basis for our study. They are researching the most within the marketing of education. Using the theories as a basis we constructed a model called ‘the European Director’ of how International Offices in Europe work to market their exchange programs. The study was done using a qualitative method. Three telephone-, and one face-to-face interview were conducted with persons working in International Offices. Our view of knowledge was hermeneutical and we had a deductive approach even though somewhat influenced by the ‘golden middle way’. Our perspective was that of the International Offices. The results of our study were a compilation of our model that we constructed. Placing any IO in the head of ‘the European Director’ can tell how an International Office is working on a national- and international level towards students, other IOs and other universities. On an international level towards students the Internet and student ‘recruiters’ are tools that are used. Towards other IO’s and universities the Internet, brochures, personal selling and relationships are important. On a national level the Internet towards students is also an important tool, as is also personal selling and direct marketing. Towards other IO’s and universities the Internet and cooperations in different forms are used. The internationalization and the staff is very important in all offices. The internationalization is constantly on their minds and some offices even feel great pressure from it. The internationalization is evident in all offices since they all, except one, use individual marketing campaigns towards different countries. Student thesisinfo:eu-repo/semantics/bachelorThesistexthttp://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-1459application/pdfinfo:eu-repo/semantics/openAccess |
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marketing education services exchange programs benchmarking internationalization relationships Business studies Företagsekonomi |
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marketing education services exchange programs benchmarking internationalization relationships Business studies Företagsekonomi Arklöf, Rebecca Åström, Viktoria The European Director : - How International Offices work to market their Exchange Programs |
description |
As two former exchange students ourselves and studying the International Business and Economics program we were appealed by writing this thesis on commission for the International Office at Umeå University. The marketing of education is an area of research still in development. This lead us to our problem: In what way do International Offices work to market their exchange programs? The purpose of the study was to get an understanding of how International Offices in Europe work to market their exchange programs. We wanted to see and compare how the International Offices work to make students go and come on exchange programs. All this to improve the knowledge of the International Offices in Europe to become more effective and achieve greater success. We started our theory chapter by writing about service marketing: describing a service and how to work with it. We continued with theories about the marketing of education. Australia turned out to be the country where we found the basis for our study. They are researching the most within the marketing of education. Using the theories as a basis we constructed a model called ‘the European Director’ of how International Offices in Europe work to market their exchange programs. The study was done using a qualitative method. Three telephone-, and one face-to-face interview were conducted with persons working in International Offices. Our view of knowledge was hermeneutical and we had a deductive approach even though somewhat influenced by the ‘golden middle way’. Our perspective was that of the International Offices. The results of our study were a compilation of our model that we constructed. Placing any IO in the head of ‘the European Director’ can tell how an International Office is working on a national- and international level towards students, other IOs and other universities. On an international level towards students the Internet and student ‘recruiters’ are tools that are used. Towards other IO’s and universities the Internet, brochures, personal selling and relationships are important. On a national level the Internet towards students is also an important tool, as is also personal selling and direct marketing. Towards other IO’s and universities the Internet and cooperations in different forms are used. The internationalization and the staff is very important in all offices. The internationalization is constantly on their minds and some offices even feel great pressure from it. The internationalization is evident in all offices since they all, except one, use individual marketing campaigns towards different countries. |
author |
Arklöf, Rebecca Åström, Viktoria |
author_facet |
Arklöf, Rebecca Åström, Viktoria |
author_sort |
Arklöf, Rebecca |
title |
The European Director : - How International Offices work to market their Exchange Programs |
title_short |
The European Director : - How International Offices work to market their Exchange Programs |
title_full |
The European Director : - How International Offices work to market their Exchange Programs |
title_fullStr |
The European Director : - How International Offices work to market their Exchange Programs |
title_full_unstemmed |
The European Director : - How International Offices work to market their Exchange Programs |
title_sort |
european director : - how international offices work to market their exchange programs |
publisher |
Umeå universitet, Handelshögskolan vid Umeå universitet |
publishDate |
2007 |
url |
http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-1459 |
work_keys_str_mv |
AT arklofrebecca theeuropeandirectorhowinternationalofficesworktomarkettheirexchangeprograms AT astromviktoria theeuropeandirectorhowinternationalofficesworktomarkettheirexchangeprograms AT arklofrebecca europeandirectorhowinternationalofficesworktomarkettheirexchangeprograms AT astromviktoria europeandirectorhowinternationalofficesworktomarkettheirexchangeprograms |
_version_ |
1716514149624709120 |