Keeping foreign students interested in HAMK after the introduction of new tuition fees.

The purpose of this thesis was to apply the scope of marketing activities and techniques learned in order to keep potential students from outside the European Union or European Economic Area interested in applying to International Business Bachelor Degree Program in Häme University of Applied Sciences with the introduction of tuition fees for higher education students. A questionnaire among the target customers and an analytical internal and external audit of the organization with an emphasis on the digital marketing activities were chosen as the research methods. To meet the research objectives, such marketing tools as Segmentation, Targeting and Positioning were used in line with Extended Marketing Mix for Services. Considering the challenges the author met after the main determinants of service quality were identified, recommendations on how to improve those determinants in HAMK and communicate them to customers from nonEU\EEA area, as well as recommendations to concentrate on another segment were given