This essay is a qualitative case study about the Swedish university programme Music & Event Management (MEM). The programme is a part of the Linneaus University (LNU) and the education takes place at two different locations, the first half of the programme in the small town of Hultsfred and the remaining time in the city of Kalmar. The programme has existed since the year 2001. Since 2013 the number of applying students has decreased and this resulted in the decision that the programme will not accept any applications the year 2019. This study is of an abductive nature. Nine people from MEM and other similar programmes have been interviewed. Results have been made by analyzing and coding the empirical data collected in the interviews along with presented theories. The purpose of this case study is to identify and analyze the possible causes behind the decreasing number of applying students and to find out which factors the programme and university can work with in order to turn this negative trend around. By doing so we hope to identify factors that other higher creative educational programmes, nished for a specific industry, can have in mind to avoid a decreasing number of applying students or when having this problem. Our findings suggests that there are a number of different factors that can have an impact on the number of applications for this kind of education. Some of these factors are possible to avoid to some extent and some are not. We found that the world in which the education operates within can affect the attractivity of the programme, such as the economical situation and the ever changing industry that the programme is nished to. The educational content of the programme can also have great effect on whether or not students find the programme suitable for eventually working in the music industry, there is a choice of being a practical or academically focused programme. We also identified that the marketing is a crucial factor regarding the attractivity, how the programme presents itself for the students as a brand and how available the education is. We hope that our findings in this case study can help MEM and other programmes of this kind to prevent the problem of decreasing applications.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:lnu-95178 |
| Date | January 2020 |
| Creators | G. Kulling, Teodor, Lennartsson, Johan, Linderoth, Anton |
| Publisher | Linnéuniversitetet, Institutionen för marknadsföring (MF), Linnéuniversitetet, Institutionen för marknadsföring (MF), Linnéuniversitetet, Institutionen för marknadsföring (MF) |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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