Digital Content Strategy of the B.Sc. Degrees at the FHNW, School of Business
As competition increases in the higher education sector, universities like the FHNW must harness the potential of social media to inspire and promote their offers to further engage with their students effectively through the appropriate digital content delivered to the appropriate audience.
Carmen Alvarez-Gayosso, 2023
Bachelor Thesis, University of Applied Sciences and Arts Northwestern Switzerland, School of Business
Betreuende Dozierende: Christine Jacob
Keywords: Digital Content Strategy, Content Map, Social media strategy for bachelor’s degree programs and Digital content for higher education institutions
The age of digital media has led to a profound involvement of young individuals with computers, the internet, mobile phones, and video game. Switzerland represents this global trend, with approximately 7.3 million out of 8.7 million individuals actively engaging with social network platforms such as Facebook, Instagram, LinkedIn and many more. With this trend and the increasing competition in the educational environment, the FHNW, School of Business must be prepared and adapt its content strategy to gain and maintain the awareness of its target audience.
At the beginning of this thesis, a comprehensive literature research was conducted on the topic of digital content marketing and its steps for designing a content map. In addition to the literature, these steps were elaborated through eight qualitative interviews with students and three with employees of the FHNW, School of Business, as well as with the audit of digital content data from their website and social media platforms.
The purpose of the thesis was to analyze, demonstrate, and evaluate the digital content of the School of Business, FHNW and the competition. On this basis, a content map was created for the School of Business, FHNW, which was used to compare it with the competition. The analysis helped in identifying best practises and some ideas for improvements that may be adopted regarding their Digital content Strategy to reach their target groups as efficiently as possible.
The interviews and Google Trend location data confirmed the FHNW's Northwestern Switzerland reach. The FHNW's website audit shows that it has a structure comparable to other universities, yet differs, so does the FHNW not offer a student blog. In addition, the social media content audit revealed that the FHNW received more views and shares than its competitors but can benefit from some additional content in the areas of B.Sc. program information and community activities, according to the study participants. To forger a stronger relationship with students, alumni, and other stakeholders, the FHNW can capitalize on content types such as visual storytelling and personalized testimonials across platforms.
Studiengang: Betriebsökonomie (Bachelor)
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