How can The Hague Summer School at The Hague University of Applied Sciences attract more partner university students?
How can The Hague Summer School at The Hague University of Applied Sciences attract more partner university students?
Samenvatting
This research’s primary goal is to explore the current marketing communication strategy of The Hague Summer School at The Hague University of Applied Sciences and to answer the main question, which is - “How can the Hague Summer School at the Hague University of Applied Sciences attract more partner university students?”.
This topic is important as The Hague Summer School was developed in order to support the university’s goals such as maintaining its international presence and contribute to creating global citizens. Moreover, the university sees great importance in maintaining strong partnerships, and, attracting more partner university students contributes to the strength of this bond.
This research proposes several improvements to The Hague Summer School’s marketing communication strategy in order to achieve this goal. In order to answer the central question, this study has employed several primary and secondary research methods and as a result had an abundance of data for analysis and subsequent recommendations for improvement. In order to establish the history, mission, vision and goals of The Hague Summer School, an interview with the school’s director Ms. Deborah Mevissen was conducted. Second interview explored the school’s current marketing communication strategy and
was conducted with its 2019 marketing coordinator, Joey Uijleman Anthonijs. This research has also extensively explored two theoretical models, AIDA-model and the Value Proposition Model, and upon analysis concluded that the school shall focus on its Value Proposition. In order to establish the organizational attention points for the organization of the international summer school, an expertise of Jeroen Torenbeek and Inez Meurs was employed. Finally, a survey inquiring on the customer experience was conducted amongst the summer school alumni, which yielded the most important points for future recommendations.
Upon analysis of the data this research came to the following conclusion – The Hague Summer
School shall shift their focus from product-centric to customer-centric perspective to enhance its
Value Proposition. In order to achieve this, school shall follow five recommendations developed by
this research. Firstly, the school needs to decide on how it plans to provide the students with emotional benefits they seek, and upon understanding their needs it shall develop the strategy on how to create a
Value Proposition offering a unique summer experience which would incorporate functional, social and emotional benefits. Secondly, the school must maintain the core team throughout the year, so it can keep in contact with potential students and start the school organization in advance. Thirdly, the school shall address and mend all complaints in order to increase the student satisfaction. Finally, the school has to revise the promotion of the Human Rights course and work closely with the developers in order to match the students’ expectations of the course.
Organisatie | De Haagse Hogeschool |
Opleiding | MO Europese Studies / European Studies |
Afdeling | Faculteit Management & Organisatie |
Partner | The Hague Summer School/ The Hague University of Applied Sciences |
Datum | 2020-06-09 |
Type | Bachelor |
Taal | Engels |