Social Media between High-School Graduates and Higher Education Institutions

Tesis (Bachelor) , 2015 , 85 Páginas , Calificación: 1.0

Medios / Comunicación - Relaciones públicas, publicidad, marketing, medios de Comunicación Social

Die vorliegende Arbeit beschäftigt sich mit dem Thema soziale Medien zwischen Maturanten und Hochschulen. Das Ziel dieser Arbeit war es zu analysieren, welche Bedeutung soziale Medien bei Maturanten als Informationsquelle für das zukünftige Studium besitzen. Die Arbeit gliedert sich in einen theoretischen und praktischen Teil. Der theoretische Teil behandelt zwei Themen - soziale Medien und Hochschulmarketing, welche in das Hochschulmarketing in sozialen Medien konvergieren.

Durch Web 2.0 Anwendungen ist es möglich, Dialoge anstatt Monologe im Internet zu führen. In verschiedenen sozialen Netzwerken können Inhalte erstellt, konsumiert und daran teilgenommen werden. Auch Unternehmen können diese sozialen Netzwerke nützen, um Marketingziele zu erreichen.

Hochschulen betreiben seit Jahren Marketing, um ein Bewusstsein und einen positiven Ruf am Markt bei den Zielgruppen zu etablieren. Eine dieser Zielgruppen sind potentielle Studenten, welche durch traditionelle Kommunikationsinstrumente wie Messen, Tag der offenen Türen oder Informationsmaterialien gewonnen werden können.

Der letzte Theorieteil behandelt das Thema, ob soziale Medien für Hochschulen geeignet sind. Hochschulen profitieren von sozialen Netzwerken, da aktuelle Informationen potentiellen Studierenden bereitgestellt werden. Jedoch werden soziale Netzwerke nicht von Maturanten als mögliche Informationsquelle über das zukünftige Studium bewusst verwendet. Oftmals präsentieren Seiten in sozialen Medien den gleichen Inhalt wie von statischen Webseiten, was jedoch nicht das Ziel von sozialen Netzwerken ist. Derzeit können soziale Netzwerke als Marketinginstrument im Anfangsstadium bei der Ansprache von potentiellen Studierenden betrachtet werden.

Der praktische Teil dieser Arbeit untersucht, ob die theoretisch erarbeiteten Inhalte mit der Meinung von österreichischen Maturanten übereinstimmen. 85 Maturanten wurden hinsichtlich ihrer Akzeptanz befragt, ob sie soziale Netzwerke für die Informationssuche für das zukünftige Studium verwenden. Die Ergebnisse zeigen, dass traditionelle Kommunikationsinstrumente vermehrt verwendet werden. Durch die Erhebung gibt es Informationen, dass Inhalte wie Erfahrungen von Studierenden in sozialen Netzwerken erwartet werden. Schlussendlich kann gesagt werden, dass die Resultate sich mit dem theoretischen Teil decken.

Inhaltsverzeichnis (Table of Contents)

• List of figures
• List of tables
• List of abbreviations
• 1. Initial situation
• 2. Description of the problem
• 3. Objectives of the thesis
• 4. Reference frame
• 5. Web 2.0 and social media basics
  • 5.1 Definition & development of Web 2.0
  • 5.2 Social media
    • 5.2.1 Social media networks
    • 5.2.2 Social media marketing
    • 5.2.3 Social behaviour of pupils
• 6. Higher education
  • 6.1 Higher education marketing
  • 6.2 Higher education promotion
• 7. Higher education social media marketing
• Conclusion
• 8. Research of the meaning of social media networks as a source of information for potential students
  • 8.1 Research method
  • 8.2 Research location
  • 8.3 Sampling
  • 8.4 Field research
  • 8.5 Analysis tool - SPSS
  • 8.6 Results
    • 8.6.1 Demographic data
    • 8.6.2 How pupils are informed about future education
    • 8.6.3 Which sources are used to obtain information on higher education institutions
    • 8.6.4 Number of members and use of social media networks
    • 8.6.5 Social media networks between secondary school graduates and higher education institutions

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This bachelor thesis examines the role of social media in the communication between high-school graduates and higher education institutions. The main objective is to analyze the relevance of social media networks as a source of information for potential students during their search for higher education options. The thesis is structured into a theoretical and a practical part. The theoretical part explores the concepts of social media and higher education marketing, ultimately connecting them to form social media marketing in higher education.

• The impact of Web 2.0 technologies on communication and content creation in social media networks.
• The role of social media marketing in higher education institutions' efforts to reach potential students.
• The effectiveness of social media networks as a source of information for high-school graduates seeking higher education.
• The comparison of traditional promotional tools with social media in terms of their effectiveness in reaching potential students.
• The potential of social media networks to facilitate interaction and engagement between higher education institutions and prospective students.

Zusammenfassung der Kapitel (Chapter Summaries)

The initial situation sets the stage for the thesis, outlining the growing importance of social media in various aspects of life, including education. The problem description focuses on the specific challenge of higher education institutions in effectively reaching potential students in the digital age. The objectives of the thesis are clearly stated, emphasizing the analysis of social media's role in student information gathering. The reference frame provides a theoretical foundation for the study, exploring the concepts of Web 2.0, social media, and higher education marketing.

Chapter 5 delves into the fundamentals of Web 2.0 and social media, defining key terms and tracing their development. It examines the various types of social media networks and explores the concept of social media marketing, highlighting its potential for businesses and organizations. The chapter also considers the social behavior of pupils in the context of social media use.

Chapter 6 focuses on higher education, exploring the marketing strategies employed by institutions to attract potential students. It examines traditional promotional tools like information leaflets, fairs, and open days, highlighting their strengths and limitations. The chapter also discusses the challenges and opportunities presented by the evolving landscape of higher education marketing.

Chapter 7 examines the potential of social media marketing as a tool for higher education institutions. It explores the benefits of using social media networks to provide information to potential students and discusses the current state of social media use in higher education marketing. The chapter also analyzes the challenges and limitations of using social media to reach potential students.

Chapter 8 presents the results of a research study conducted to investigate the use of social media networks as a source of information for potential students. The chapter outlines the research methodology, including the sampling strategy and data analysis techniques. It then presents the findings of the study, examining the demographic characteristics of the participants, their information-seeking behavior, and their use of social media networks.

Schlüsselwörter (Keywords)

The keywords and focus themes of the text include social media, higher education, marketing, potential students, high-school graduates, information seeking, traditional promotional tools, Web 2.0, social media networks, social media marketing, and higher education marketing. The thesis explores the role of social media in the communication between potential students and higher education institutions, analyzing the effectiveness of social media networks as a source of information for prospective students and comparing their use to traditional promotional tools.

• Universidad: Campus02 University of Applied Sciences Graz (Marketing)
• Curso: International Marketing
• Calificación: 1.0
• Autor: Lukas Riedner (Autor)
• Año de publicación: 2015
• Páginas: 85
• No. de catálogo: V293725
• ISBN (Ebook): 9783656912934
• ISBN (Libro): 9783656912941
• Idioma: Inglés
• Etiqueta: online marketing, higher education marketing, social media marketing, spss, high school graduates