This study aims to explore effective marketing communication strategies for the nursing program of University of Gävle to develop in China. Qualitative method is used in this research. The data is collected from 24 semi-structured interviews with managers in University of Gävle, managers and students in Zhuhai College of Jilin University and Kede College of Capital Normal University. The study finds out that traditional media advertising, online advertising, and public relations and publicity are effective for both students and managers. However, direct communication is particularly effective for managers, while place advertising is especially useful for students. Content about education and country-of -origin are useful for both students and managers. The study provides suggestions about each marketing communication channel and content, and the integrated marketing communication strategy for higher education institution to do marketing communication in China. Therefore, it can serve as a useful reference when making marketing communication strategy for the future higher education institutions cooperation between Sweden or other countries and China.

The diploma thesis deals with corporate magazines, namely those that are aimed at customers. Customized corporate periodicals include selected magazine ČiliChili. It is examined in terms of marketing and media communication. The paper summarizes the history and current situation in the field of corporate periodicals, available literature and theory. The methodical basis of this thesis is quantitative content analysis and qualitative method - oral history method. The analysis focuses mainly on linking editorial and marketing content. The editorial part examines the scope of contributions, text and image structure, themes, the presence of marketing tools, their language, and so on. The work also examines the trends of the magazine from 2004 to 2016. The interview method with witnesses complements the work of otherwise inaccessible information. The results of the quantitative analysis are summed up together with the information obtained from the interviews with the witnesses.