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Global studentrekrytering via sociala medier: En jämförande studie av KTH och Chalmers kommunikation på Facebook
Jönköping University, School of Education and Communication, HLK, Media and Communication Studies.
Jönköping University, School of Education and Communication, HLK, Media and Communication Studies.
2016 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Global student recruitment through social media : How KTH and Chalmers communicate through their Facebook (Swedish)
Abstract [sv]

Presumtiva studenter finns på sociala medier och det viktigt att högskolor/universitet använder sig av strategisk och effektiv kommunikation för att påverka utfallet av hur många och vilka studenter som söker sig till skolan. Vi tagit reda på vilka budskap som Kungliga Tekniska Högskolan och Chalmers Tekniska Högskola kommunicerar ut via deras Facebooksidor med hjälp av ett analysverktyg som är baserat på studenters rationella och emotionella aspekter när de söker utbildning utomlands. Vi har också undersökt var de är lika och olika i sin kommunikation genom kvalitativ innehållsanalys. Vi har använt oss av Angulo’s personlighetsteorier, Costumer Relationship Marketing-teorin och Sökbeteende på internet för att hitta ett resultat.

Resultatet på totalt 16 analysenheter visar att KTH bland annat sänder ut budskap om att ha kul, trygghet, skapa en bra karriär och att det är vackert i Stockholm. Chalmers inlägg är kortare och de är mer fokuserade på kvalité och personliga mål än emotionella aspekter för att övertyga studenten.

Abstract [en]

Prospective students are using social media to find information about higher education. It is important for universities to use an effective communication to affect the outcome of how many and what kind of students that apply for the specific school. With an analyzing tool that is based on student’s rational and emotional aspects when they apply for a university, we found what messages that KTH and Chalmers communicate through their Facebook pages. We have also looked at where they are similar and different in their communication. We have used Angulo’s Personality Theory, Costumer Relationship Management and Searching behavior in internet to find a result. The result from a total of 16 analysis units shows that KTH is sending out messages about having fun, social security, career prospects and that it is beautiful in Sweden and at KTH. This is communicated through stories from students. Chalmers publications are shorter and more focused on quality and personal goals then any emotional factors to persuade students.

Place, publisher, year, edition, pages
2016. , 56 p.
Keyword [en]
Study Abroad Information, Social Media, Student Recruitment, PR, Higher Education, Global Communication
Keyword [sv]
Studera utomlands information, sociala medier, studentrekrytering, PR, högre utbildning, global kommunikation
National Category
Social Sciences
Identifiers
URN: urn:nbn:se:hj:diva-29407ISRN: JU-HLK-MKA-1-20160019OAI: oai:DiVA.org:hj-29407DiVA: diva2:903380
Subject / course
HLK, Media and Communication Studies
Supervisors
Examiners
Available from: 2016-02-16 Created: 2016-02-15 Last updated: 2016-02-16Bibliographically approved

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CiteExportLink to record
Permanent link

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Citation style
  • apa
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Output format
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