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Building a Swedish Academic Destination Brand to attract non-European students
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics. (Business marketing)
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics. (Business marketing)
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics. (Business Marketing)
2010 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
 Marketing Swedish education (English)
Abstract [en]

Sweden under pressure from European Union states has implemented tuition-fee for non-European students from fall 2011. Under such changes this study has been conducted to investigate factors that would influence non-European students to come to Sweden for their higher education from fall 2011. The results of the influencing factors are directly derived from the empirical data-focus groups. The focus groups participants were non-European students who are already in Sweden for their education. The second part of the research focuses on how to build a brand that would represent Sweden as a destination for higher education. This branding process was carried our by two methods: first by the use of pictures based on concept of destination branding/Image. Secondly by the using a logo and explaining its significance by semiotics. The deductive study carried out confirms both parts of the assumption, factors that would influence students in coming to Sweden and also how to form the brand. This study is based on the first 3 out of 4 steps from the model “Branding a Memorable Destination Experience”. The first 3 steps are assessing the destination brands current situation, developing a brand identity/promise and communicating the brand (sender). We have also done 3rd step but only the sender side of communication not the receiver. And the 4th is measuring the effectiveness of the brand. The 3rd (receiver) and 4th step are recommended for further study. 

Place, publisher, year, edition, pages
2010. , p. 60
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:lnu:diva-11345OAI: oai:DiVA.org:lnu-11345DiVA, id: diva2:413423
Presentation
2010-06-04, 351 95 Växjö, växjö, 09:00 (English)
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2011-04-28 Created: 2011-04-08 Last updated: 2011-04-28Bibliographically approved

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf