Improving the Promotion of KAMK International Business Degrees

With the help of globalization, many students from one country go to another country seeking higher education. For many people studying abroad, provides a wide range of possibilities of finding a job and achieving certainty in their future. It is common nowadays that people might want to experience different styles of education, witness a new way of life, or experience new cultures. The purpose of this thesis was to identify what type of adjustments KAMK could make to the promotional plan in order to attract more international applicants to English-taught bachelor’s degree programmes. The final output provides recommendations for a marketing communication plan. The output was achieved through utilizing theoretical framework and conducting a qualitative research analysis, an interview and by making observations. During the process, international students were interviewed, as well as the main social media channels were observed. The data obtained was studied and utilized in a thematic analysis to develop recommendations for the marketing communication plan. Implementing the recommendations for the promotional activities will allow KAMK to adjust the marketing communication plan according to students’ aspirations, gain more understanding of the target group, as well as eventually achieve better brand recognition