hig.sePublikationer
Ändra sökning
RefereraExporteraLänk till posten
Permanent länk

Direktlänk
Referera
Referensformat
  • apa
  • harvard-cite-them-right
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Annat format
Fler format
Språk
  • sv-SE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • de-DE
  • Annat språk
Fler språk
Utmatningsformat
  • html
  • text
  • asciidoc
  • rtf
Building a strong brand with marketing communications at the cognitive, affective, and behavioral level. - Case Södertörn University 
Högskolan i Gävle, Akademin för utbildning och ekonomi, Avdelningen för ekonomi.
2010 (Engelska)Självständigt arbete på avancerad nivå (magisterexamen), 10 poäng / 15 hpStudentuppsats (Examensarbete)
Abstract [en]

Aim: The purpose of this paper is to investigate how Södertörn University may build a stronger brand through marketing communications. The paper discussed each stage of the buying process. With models like these it is possible to measure the number of consumers who occupy the different stages.

Method: The data was collected in a non-random convenience selection at the Stockholm fair for higher education with 21 000 visitors. I used a survey questionnaire. The number of respondents was 409 respondents. My method of investigation is quantitative. It is measurable so that communication goals can be set. In order to build a stronger brand I analyzed prospective students and their awareness of Södertörn University. The study has a positivistic view and a deductive approach.

Result & Conclusions: My study shows that Södertörn University should use marketing communication strategically by using the models. At the cognitive level the most important is to raise brand awareness. Total knowledge is 52% in Stockholm County which is too low. An increase is fatal to raise the number of applicants. At the affective level they have to increase brand attitude. At the Behavioural level they need to increase brand purchase intention and facilitate purchase.

Suggestions for future research: It would be interesting to use other models of consumer responses too. Next step could be to make interviews with students to be to study how they first got to know the name, and what has affected them in order to choose or not to choose the university.

Contribution of the thesis: The thesis has actually contributed a lot to Södertörn University. I have used the collected data to make a marketing plan. We now have worked a lot with awareness and seen a great increase in applications.

Ort, förlag, år, upplaga, sidor
2010. , s. 57
Nyckelord [en]
Marketing communications, awareness, AIDA, Lavidge and Steiner, FCB-grid, The Rossiter-Percy grid, buying process, marketing communications, student marketing
Nationell ämneskategori
Företagsekonomi
Identifikatorer
URN: urn:nbn:se:hig:diva-7290Arkivnummer: E3BA: DiVA 089/2010OAI: oai:DiVA.org:hig-7290DiVA, id: diva2:332328
Presentation
(Engelska)
Uppsök
samhälle/juridik
Handledare
Examinatorer
Tillgänglig från: 2010-10-05 Skapad: 2010-08-04 Senast uppdaterad: 2010-10-05Bibliografiskt granskad

Open Access i DiVA

fulltext(864 kB)7043 nedladdningar
Filinformation
Filnamn FULLTEXT01.pdfFilstorlek 864 kBChecksumma SHA-512
aaa725b72fda7d673eeb39537c6f99a1dd00be3a04e69da05326e4410e7e179bc10df0961a3d4c74685daa1d6eedfc95c655882c7705054634902b7c5f0ebe6e
Typ fulltextMimetyp application/pdf

Av organisationen
Avdelningen för ekonomi
Företagsekonomi

Sök vidare utanför DiVA

GoogleGoogle Scholar
Totalt: 7045 nedladdningar
Antalet nedladdningar är summan av nedladdningar för alla fulltexter. Det kan inkludera t.ex tidigare versioner som nu inte längre är tillgängliga.

urn-nbn

Altmetricpoäng

urn-nbn
Totalt: 2083 träffar
RefereraExporteraLänk till posten
Permanent länk

Direktlänk
Referera
Referensformat
  • apa
  • harvard-cite-them-right
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Annat format
Fler format
Språk
  • sv-SE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • de-DE
  • Annat språk
Fler språk
Utmatningsformat
  • html
  • text
  • asciidoc
  • rtf