How Can Universities Use E-Marketing to Attract Students?
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bachelor thesis Spring 2012 Kristianstad University College International Business and Economics Program How Can Universities Use E-marketing To Attract Students? Authors Dennis Svensson Sahar Zia Supervisor Veronika Tarnovskaya Abstract The purpose of this study was to examine how various universities address E-marketing activities as a help for attracting more students. The key issue was to add knowledge by investigating and understanding E-marketing activities in combination with parts of Promotion Mix, and Relationship Marketing. Three universities in the south of Sweden were interviewed. A qualitative research method was applied, in combination with an deductive approach. Theories regarding the above mentioned elements were investigated and compared with data from semi-structured interviews of universities’ communication departments. Findings showed that in general universities are taking E-marketing into consideration, and understand the importance of its implementation. Yet, they have not applied all the activities which could have been to their advantage. Findings also showed that the universities’ most efficient E-marketing tool was their websites, as it could be appreciated by both current and potential students. In addition, Relationship Marketing and Promotion Mix seemed, in all universities, as a proper complement for E- marketing. However, it appeared that both elements were not implemented to their fullest either. This study could be of use to both practitioners and academics. The study shares information and knowledge of marketing channels which can be useful, yet, have not been used to their full capacity. Practitioners may benefit from the theory and findings, which show how higher education is adjusting to the technological revolution. Key words: E-marketing, Relationship Marketing, Promotion Mix, Millennials I Acknowledgement We are forever grateful to our supervisor Veronika Tarnovskaya for all the valuable advice during the writing of this dissertation. Also, special thanks goes to Annika Fjelkner, whom without, this dissertation would not have been academically written. The authors would also like to share credit with the representatives from each university, for spending their time providing valuable information, on which the analysis was based. Without their participation, this dissertation could not have been compleated. Three years of academic study is concluded with this dissertation, and it has been a pleasure to experience the process that will forever be of value to the authors. Thank you Kristianstad, 2012 _________________________ _________________________ Dennis Svensson Sahar Zia II Table of Contents 1. Introduction ................................................................................................................. 1 1.1 Background ............................................................................................................. 1 1.2 Problem formulation ............................................................................................... 4 1.3 Purpose .................................................................................................................... 4 1.4 Research question ................................................................................................... 5 1.5 Limitations .............................................................................................................. 5 1.6 Outline .................................................................................................................... 6 2. Research Method ........................................................................................................ 7 2.1 Research Philosophy ............................................................................................... 7 2.2 Research approach .................................................................................................. 8 2.3 Types of data ........................................................................................................... 9 2.4 Choice of interviews as data sources .................................................................... 10 2.5 Form of interview ................................................................................................. 10 2.6 Interview process .................................................................................................. 11 2.7 Time Horizon ........................................................................................................ 12 2.8 Sample Selection ................................................................................................... 13 2.9 Reliability .............................................................................................................. 13 2.10 Validity ............................................................................................................... 14 2.11 Generalisability ................................................................................................... 14 2.12 Theoretical Framework ....................................................................................... 14 3. Theoretical Framework ............................................................................................ 16 3.1 Higher educational marketing to Millennials ....................................................... 16 3.2 E-Marketing .......................................................................................................... 18 3.3 Promotion Mix ...................................................................................................... 25 3.4 Relationship Marketing in Higher Education ....................................................... 27 3.5 Summary of theory: developing a model .............................................................. 35 4. Empirical Findings ................................................................................................... 37 4.1 Introduction ........................................................................................................... 37 4.2 Malmö University (MAH) .................................................................................... 37 4.3 Kristianstad University (HKR) ............................................................................. 46 4.4 Lund University (LU) ........................................................................................... 51 5. Analysis ...................................................................................................................... 57 5.1 General discussion ................................................................................................ 57 5.2 E-marketing activities ........................................................................................... 60 6. Conclusion ................................................................................................................. 69 6.1 Summary and Conclusion ..................................................................................... 69 6.2 Critical review ....................................................................................................... 71 6.3 Limitations and Practical Implications ................................................................. 71 6.4 Societal aspects ..................................................................................................... 72 6.5 Suggestions for further research ........................................................................... 72 III References ...................................................................................................................... 73 Appendices Appendix 1: Interview questions (Swedish) ................................................................... 76 Appendix 2: Interview answers Kristianstad University (Swedish) ............................... 77 Appendix 3: Interview answers Malmö University (Swedish) ....................................... 82 Appendix 4: Interview answers Lund University (Swedish) .......................................... 92 List of Figures Figure 3.1: E-marketing activities .................................................................................. 19 Figure 3.2: Promotion Mix ............................................................................................. 25 Figure 3.3: How to attract new students ....................................................................... 36 IV 1. Introduction In the first chapter of the dissertation we will present the background, research problem, purpose, research question, theoretical limitations and the outline. 1.1 Background In the beginning of every new semester, Swedish students receive advertisements from different universities, from all over the country. One can only imagine the amount of information circulating as a result of increased competition for attracting more students. There is an ongoing decrease of applicants, which has to do with the decreasing number of 20-year-olds. The number of 20-year-olds was 30 percent more in 2010 than in 2004; however, recent studies show that this increase has come to an end, and the number will now start to decrease again (Kristianstadsbladet, 2012). Another contributory factor to the increased competition, is the decreased number of exchange-students visiting Sweden. Swedish reforms stipulated that non-European students have to pay tuition fees from 2011 onward. An obligatory fee has already caused a decrease of 86% in the number of exchange-students