Η συμβολή των στρατηγικών μάρκετινγκ και επικοινωνίας στην βελτίωση και προώθηση προγραμμάτων μεταπτυχιακών σπουδών οικονομικού προσανατολισμού

Νίνας, Αινείας

The contribution of marketing and communication strategies to the improvement and promotion of economic oriented postgraduate programs

Master Thesis

Author

Νίνας, Αινείας

Date

2021-10

Abstract

In the modern reality of Greek tertiary education and in order to continue their studies at α Postgraduate level, prospective students are required to choose from a variety of Postgraduate Programs (MSc programs) and pay tuition fees for their attendance. This type of organization is usually operating as a service company. The management of a Postgraduate Program is in turn called to invest financial resources and develop marketing and communication strategies to provide a high level of educational services, to increase their revenue that is necessary for their business continuity by providing quality services in order to gain a competitive advantage over other programs. This paper seeks to identify the factors that influence attitudes and perceptions of prospective students who are about to attend in a financial (economic) orientated program in such ways to as contribute the improvement of the organization itself. To achieve this ossification, we need to find the appropriate techniques to promote a MSc program through marketing and communication strategies as will emerge from the students' preferences. The best management strategy of each MSc program should be in line with the challenges of each period in order to maintain a brand name in the market and to attract the best possible postgraduate students, against the competitive Postgraduate Programs. This paper proposes the use of modern internet methods of promotion and communication by using social media and internet sites. Thus, a thorough study is done on the digital communication tools through where the marketing strategies will be formed. For this reason, the answers from the questionnaire that was created, help the management of an MSc program for the formulation of appropriate strategies with digital tools, detecting all the critical factors that compose the profile and the expectations of the student-customers.

Postgraduate Studies Programme

Οικονομικά της Εκπαίδευσης

Department

Σχολή Οικονομικών, Επιχειρηματικών και Διεθνών Σπουδών. Τμήμα Οικονομικής Επιστήμης

Number of pages

105

Language

Greek

URI

https://dione.lib.unipi.gr/xmlui/handle/unipi/13852
http://dx.doi.org/10.26267/unipi_dione/1275

Collections

Τμήμα Οικονομικής Επιστήμης

Show full item record

Except where otherwise noted, this item's license is described as
Αναφορά Δημιουργού-Μη Εμπορική Χρήση-Όχι Παράγωγα Έργα 3.0 Ελλάδα