Eesti Maaülikooli sisseastumiskampaania ,,Minu valik’’ turunduskommunikatsioon Lõuna-Eesti abiturientide seas
Laen...
Kuupäev
2020
Kättesaadavus
04.09.2020
Autorid
Ajakirja pealkiri
Ajakirja ISSN
Köite pealkiri
Kirjastaja
Eesti Maaülikool
Abstrakt
Ettevõtte eduka toimimise aluseks on kontakti ehk turunduskommunikatsiooni loomine
ettevõtte sihtgrupiga. Turunduskommunikatsiooni tulemuslikkust on teenuseid (nt
haridust) pakkuvate ettevõtete puhul raske rahaliselt analüüsida, seega tuleb seda enam
panna rõhku mitterahalistele näitajatel ehk tarbijate hoiakutele antud ettevõtte suhtes.
Käesoleva bakalaureusetöö eesmärk on uurida Eesti Maaülikooli uue
sisseastumiskampaania ,,Minu valik’’ turunduskommunikatsiooni Lõuna-Eesti
abiturientide seas. Töös kasutati esmaseid andmeid, mida koguti intervjuude ja
võrguküsitluse abil. Uurimismeetodina olid kasutusel mixed-meetodid ehk segameetodid,
mille puhul teostati esmalt kvalitatiivne analüüs (intervjuud) ning seejärel kvantitatiivne
analüüs (võrguküsitlus). Kahe erineva andmekogumismeetodi rakendamine lõi töö autori
jaoks piisavad alused, hindamaks Maaülikooli sisseastumiskampaania
turunduskommunikatsiooni sihtgrupi seas. Töö tulemustest selgus, et Maaülikooli uus
sisseastumiskampaania ,,Minu valik’’ oli edukas, kuna edastas reklaamsõnumi edukalt ja
üheselt arusaadavalt sihtgrupini ning tekitas positiivseid muutusi sihtgrupi hoiakutes ja
arusaamades Maaülikoolist. Kampaania jõudis kõige edukamalt sihtgrupini läbi
sotsiaalmeedia. Käesolev bakalaureusetöö annab esmakordselt tagasisidet Eesti
Maaülikooli uue sisseastumiskampaania kohta. Saadud informatsiooni on Eesti
Maaülikooli turundusosakonnal võimalik kasutada oma edaspidiste turundustegevuste
planeerimiseks.
The key to company's success is to establish contact, otherwise known as marketing communication, with its target group. When companies are providing services (eg education), the performance of their marketing communication is difficult to analyze with financial indicators, so the emphasis must be placed on non-financial indicators, such as consumers attitude towards a given company. The purpose of this study is to investigate the "My Choice" campaigns marketing communication amongst high school graduates in Southern Estonia. The campaign was carried out by the Estonian University of Life Sciences. The study used primary data, which was collected through interviews and online survey. Mixed methods were used as the research method. First, qualitative data was collected through interviews after which quantitative data was gathered through online survey. The application of two different data collection methods created sufficient grounds for the author to evaluate the marketing communication of the "My Choice" campaign. Study results reveal that the campaign "My Choice" was a success, as it successfully and unambiguously conveyed the advertising message to the target group and created positive changes in the target group's attitude and perceptions towards the University of Life Sciences. Campaign visibility was highest in social media. This bachelor's thesis is the first study to provide feedback about the "My Choice" campaign. The information received through this study can be used by the marketing department of the Estonian University of Life Sciences to plan their future marketing activities.
The key to company's success is to establish contact, otherwise known as marketing communication, with its target group. When companies are providing services (eg education), the performance of their marketing communication is difficult to analyze with financial indicators, so the emphasis must be placed on non-financial indicators, such as consumers attitude towards a given company. The purpose of this study is to investigate the "My Choice" campaigns marketing communication amongst high school graduates in Southern Estonia. The campaign was carried out by the Estonian University of Life Sciences. The study used primary data, which was collected through interviews and online survey. Mixed methods were used as the research method. First, qualitative data was collected through interviews after which quantitative data was gathered through online survey. The application of two different data collection methods created sufficient grounds for the author to evaluate the marketing communication of the "My Choice" campaign. Study results reveal that the campaign "My Choice" was a success, as it successfully and unambiguously conveyed the advertising message to the target group and created positive changes in the target group's attitude and perceptions towards the University of Life Sciences. Campaign visibility was highest in social media. This bachelor's thesis is the first study to provide feedback about the "My Choice" campaign. The information received through this study can be used by the marketing department of the Estonian University of Life Sciences to plan their future marketing activities.
Kirjeldus
Bakalaureusetöö
Maamajandusliku ettevõtluse ja finantsjuhtimise õppekaval
Märksõnad
bakalaureusetööd, turunduskommunikatsioon, reklaam, kampaaniad, Eesti Maaülikool, kvalitatiivsed turundusmõõdikud, järeluuring