Att attrahera potentiella studenter
en fallstudie om svenska universitets och högskolors marknadskommunikation
The purpose of this study is to create a deeper understanding of how Swedish universities work with their marketing communication aimed at potential domestic students. The study focuses on how universities design and select channels for the marketing communication. A case study was conducted where four respondents from two Swedish universities were interviewed in order to generate empirical data. The results show that key factors for marketing communication are uniformity, honesty and trustworthiness. The results suggest that marketing communication should focus on the student?s experiences of university life and being a student, rather than marketing the university?s core service: education. The results suggest further that universities should use channels that enable interaction. However, universities should also use channels that have the capacity to create awareness of the university and also provide links to the interactive channels supplied by the university.