Byte av kommunikationsstrategi när nationsobligatoriet faller : En fallstudie av hur nationerna i Uppsala bör agera om nationsobligatoriet faller

Sammanfattning: Abstract Title: Change of communication strategy when the compulsory nation membership falls (Byte av kommunikationsstrategi när nationsobligatoriet faller) Number of pages: 51 (58 including enclosures) Author: Elin Rantakokko Tutor: Peder Hård af Segerstad Course: Media and Communication Studies 30 hp Period: Spring of 2008 University: Division of Media and Communication, Department of Information Science, Uppsala University Purpose/Aim: This essay will result in some guidelines how the nations in Uppsala can act if the law according the compulsory membership in the student union and the student nations change. This essay focuses on how the nations can communicate to keep their members. Material/method: I have done seven interviews with persons that work in three different nations and the head of the Curators convent (the collaboration center between the nations), I have read articles from the largest newspapers and web pages. I have also read the Commission of Inquiry's recommendation according abolishing the law regarding the compulsory nation and student union membership. I have created two scenarios based on the material, according to Peter Schwartz advises. Main results: These scenarios show that the student nations have to become better at communicating with their new members and their already existing members. Keywords: Scenario planning, marketing, communication, student union, student nation, market segmentation, strategic communication, profile, organizations change.