<p></p><p>A reform of higher education in Sweden in 1993 led to stiffer competitive climate among educational institutions. The reform meant that educational institutions now had the opportunity to plan their curriculum autonomously. Prior to the reform educational planning was restricted to the Swedish government. The new rules spelled a greater opportunity for educational institutions to profile themselves based on their educational offerings. The higher degree of competition means that marketing becomes increasingly important when recruiting new students. This thesis focuses on the marketing activities done by educational institutions to recruit new students. This study will specifically investigate the activities regarding marketing of business education in Luleå University of Technology and the officer education The Military School of higher education in Karlberg. Both schools are chosen because they have among other things, experienced a shortage of applicants. This study will also show student opinions of marketing activities from both institutions. Our results points out that both schools are firmly aware of the benefits of marketing when recruiting new students. However, the students experience a certain disharmony between the marketing and reality. Our conclusions are that this disharmony might partly explain the shortage of applicants to these specific educations.</p><p> </p>
| Identifer | oai:union.ndltd.org:UPSALLA/oai:DiVA.org:uu-87821 |
| Date | January 2008 |
| Creators | Pilblad, Marcus, Belaid, Samir |
| Publisher | Uppsala University, Department of Business Studies, Uppsala University, Department of Business Studies |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, text |
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