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Integrated marketing communication for University of Gävle to promote Nursing Program in China
University of Gävle, Faculty of Education and Business Studies, Department of Business and Economic Studies.
2016 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

This study aims to explore effective marketing communication strategies for the nursing program of University of Gävle to develop in China. Qualitative method is used in this research. The data is collected from 24 semi-structured interviews with managers in University of Gävle, managers and students in Zhuhai College of Jilin University and Kede College of Capital Normal University. The study finds out that traditional media advertising, online advertising, and public relations and publicity are effective for both students and managers. However, direct communication is particularly effective for managers, while place advertising is especially useful for students. Content about education and country-of -origin are useful for both students and managers. The study provides suggestions about each marketing communication channel and content, and the integrated marketing communication strategy for higher education institution to do marketing communication in China. Therefore, it can serve as a useful reference when making marketing communication strategy for the future higher education institutions cooperation between Sweden or other countries and China.

Place, publisher, year, edition, pages
2016. , 79 p.
Keyword [en]
Higher education, nursing program, marketing communication channel, marketing communication content, China
National Category
Business Administration
URN: urn:nbn:se:hig:diva-21666OAI: diva2:937800
Subject / course
Business administration
Educational program
Business administration
Available from: 2016-07-06 Created: 2016-06-16 Last updated: 2016-07-06Bibliographically approved

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