Die vorliegende Arbeit beschäftigt sich mit dem Thema soziale Medien zwischen Maturanten und Hochschulen. Das Ziel dieser Arbeit war es zu analysieren, welche Bedeutung soziale Medien bei Maturanten als Informationsquelle für das zukünftige Studium besitzen. Die Arbeit gliedert sich in einen theoretischen und praktischen Teil. Der theoretische Teil behandelt zwei Themen - soziale Medien und Hochschulmarketing, welche in das Hochschulmarketing in sozialen Medien konvergieren.
Durch Web 2.0 Anwendungen ist es möglich, Dialoge anstatt Monologe im Internet zu führen. In verschiedenen sozialen Netzwerken können Inhalte erstellt, konsumiert und daran teilgenommen werden. Auch Unternehmen können diese sozialen Netzwerke nützen, um Marketingziele zu erreichen.
Hochschulen betreiben seit Jahren Marketing, um ein Bewusstsein und einen positiven Ruf am Markt bei den Zielgruppen zu etablieren. Eine dieser Zielgruppen sind potentielle Studenten, welche durch traditionelle Kommunikationsinstrumente wie Messen, Tag der offenen Türen oder Informationsmaterialien gewonnen werden können.
Der letzte Theorieteil behandelt das Thema, ob soziale Medien für Hochschulen geeignet sind. Hochschulen profitieren von sozialen Netzwerken, da aktuelle Informationen potentiellen Studierenden bereitgestellt werden. Jedoch werden soziale Netzwerke nicht von Maturanten als mögliche Informationsquelle über das zukünftige Studium bewusst verwendet. Oftmals präsentieren Seiten in sozialen Medien den gleichen Inhalt wie von statischen Webseiten, was jedoch nicht das Ziel von sozialen Netzwerken ist. Derzeit können soziale Netzwerke als Marketinginstrument im Anfangsstadium bei der Ansprache von potentiellen Studierenden betrachtet werden.
Der praktische Teil dieser Arbeit untersucht, ob die theoretisch erarbeiteten Inhalte mit der Meinung von österreichischen Maturanten übereinstimmen. 85 Maturanten wurden hinsichtlich ihrer Akzeptanz befragt, ob sie soziale Netzwerke für die Informationssuche für das zukünftige Studium verwenden. Die Ergebnisse zeigen, dass traditionelle Kommunikationsinstrumente vermehrt verwendet werden. Durch die Erhebung gibt es Informationen, dass Inhalte wie Erfahrungen von Studierenden in sozialen Netzwerken erwartet werden. Schlussendlich kann gesagt werden, dass die Resultate sich mit dem theoretischen Teil decken.
Inhaltsverzeichnis (Table of Contents)
- Initial situation
- Description of the problem
- Objectives of the thesis
- Reference frame
- Web 2.0 and social media basics
- Definition & development of Web 2.0
- Social media
- Social media networks
- Social media marketing
- Higher education
- Social behaviour of pupils
- Higher education promotion
- Higher education social media marketing
- Higher education marketing
- Research of the meaning of social media networks as a source of information for potential students
- Research method
- Research location
- Sampling
- Field research
- Analysis tool - SPSS
- Results
- Demographic data
- How pupils are informed about future education
- Which sources are used to obtain information on higher education institutions
- Number of members and use of social media networks
- Social media networks between secondary school graduates and higher education institutions
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This bachelor thesis focuses on the role of social media in the communication between prospective students in their final year of secondary school and higher education institutions. The primary goal is to determine whether social media networks hold relevance for potential students when seeking information about higher education options. The thesis explores both the theoretical framework and practical application of social media in higher education marketing. Key themes explored in the thesis include:- The evolution of social media in the context of Web 2.0 and its implications for communication and marketing.
- The utilization of social media networks in higher education marketing, with a focus on the potential for student recruitment.
- The behavior of high-school graduates towards social media as a source of information on higher education institutions.
- The effectiveness of social media marketing in reaching and engaging prospective students compared to traditional communication methods.
- An analysis of the content and functionality of social media pages employed by higher education institutions.
Zusammenfassung der Kapitel (Chapter Summaries)
This section provides brief summaries of each chapter's main points and arguments, excluding the conclusion. * **Initial situation:** This chapter lays the groundwork for the thesis by establishing the context of social media usage among high-school graduates and the need for higher education institutions to engage in effective marketing strategies. * **Description of the problem:** The chapter discusses the specific challenges faced by higher education institutions in reaching and influencing prospective students, highlighting the increasing competition for attracting qualified applicants. * **Objectives of the thesis:** This chapter outlines the research questions and aims of the thesis, emphasizing the focus on analyzing the role of social media in the information-seeking behavior of prospective students. * **Reference frame:** The chapter provides a comprehensive overview of the theoretical framework and key concepts relevant to the thesis, including Web 2.0, social media, social media marketing, and higher education marketing. * **Web 2.0 and social media basics:** This chapter delves into the characteristics and evolution of Web 2.0 technologies, emphasizing their impact on online communication and content creation. The chapter then defines social media and explores various types of social media networks, including their applications in social media marketing. * **Higher education:** This chapter examines the landscape of higher education, specifically addressing the challenges and opportunities presented by the increasing competition for student enrollment. The chapter explores the concept of higher education promotion, highlighting the importance of reaching out to potential students through diverse channels. * **Higher education social media marketing:** The chapter explores the potential of social media as a tool for higher education marketing, analyzing its advantages and disadvantages compared to traditional methods. The chapter discusses the role of social media in building awareness and promoting positive perceptions of higher education institutions. * **Research of the meaning of social media networks as a source of information for potential students:** This chapter presents the research methodology employed in the thesis, outlining the research method, sampling, and data analysis tools. The chapter concludes with a presentation of the findings, analyzing the demographic data of the participants and their information-seeking behaviors, including the role of social media networks.Schlüsselwörter (Keywords)
The central focus of this bachelor thesis lies on the intersection of social media, higher education, and marketing. The keywords that capture the primary themes and concepts of the work include: * **Social Media** - The thesis examines the role of social media networks in higher education marketing, exploring their impact on student recruitment and information-seeking behavior. * **Higher Education** - The thesis investigates the challenges and opportunities faced by higher education institutions in a competitive landscape, focusing on the utilization of social media as a marketing tool. * **Marketing** - The thesis analyzes the effectiveness of social media marketing strategies in reaching and engaging prospective students, comparing them to traditional communication methods. * **Web 2.0** - The thesis considers the broader context of Web 2.0 technologies and their implications for online communication, content creation, and social media development. * **Potential Students** - The thesis investigates the information-seeking behavior of prospective students in their final year of secondary school, exploring their preferences and attitudes towards social media as a source of information.- Quote paper
- Lukas Riedner (Author), 2015, Social Media between High-School Graduates and Higher Education Institutions, Munich, GRIN Verlag, https://www.grin.com/document/293725
