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Online communication strategy for the Geert Hofstede Consortium

Rechten: Alle rechten voorbehouden

Online communication strategy for the Geert Hofstede Consortium

Rechten: Alle rechten voorbehouden

Samenvatting

This research project was conducted for the Master of International Communication joint
programme, given at the Hanze University of Applied Sciences in Groningen, The Netherlands. This
project was written on the request of the programme director, Iekje Smit, in order to recruit more
students for the programme through online means. The objective of this project was to produce and
online communication strategy for the programme director of the MIC, which seeks to attract more
students via online communication, particularly students from countries of strategic interest for the
programme. These countries are: Mexico, Brazil, Russia, India, China, South Korea, Thailand and
Indonesia; and are referred to as NESO countries by governmental and educational entities in the
Netherlands.
The research was carried out in several different ways in order to evaluate the gathered data via
triangulation. Triangulation consists of gathering data about a specific topic via different means in
order to compare them and to reach conclusions based on which responses enhance or diminish the
validity of each other. In this project the data was gathered by different means; literature was
reviewed, in depth interviews and a questionnaire took place and the NESO online behaviour reports
were analysed. All of these responses were contrasted and compared via triangulation, in order to
create recommendations that are tailored for the MIC programme.
The literature review was based on three main fields: online communication and marketing, decision
making behaviour and student recruitment strategies. Based on the result of the theoretical data, the
interviews and questionnaire were established. The interviews took place with several experts on the
three fields previously mentioned. These experts enlightened the researcher into knowing what the
best practices in each field are and how they are applicable to a master programme. The
questionnaires were sent out to current and former students and the answers of this questionnaire
described which tools are more appropriate to reach higher education students. Finally, the NESO
behaviour reports clarified which tools and platforms are appropriate to exploit per country and per
field of study.

Toon meer
OrganisatieHanzehogeschool Groningen
OpleidingInternational Communication
AfdelingInstituut voor Communicatie & Media (tot 20 oktober 2017)
Jaar2014
TypeBachelor
TaalEngels

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