Studentrekrytering : det bortglömda kapitlet inom eventkommunikation

Detta är en Kandidat-uppsats från Högskolan i Kalmar/Institutionen för kommunikation och design; Högskolan i Kalmar/Institutionen för kommunikation och design


Student recruitment is a subject that seems to be forgotten in the theory of event communication. Yet the area has some specific reoccurring features. Our purpose was to examine these specific features and how to work with these in the best way, and also see how to get the most out of the event communication to the young at event and fairs. Special features we have looked at are the student ambassadors ands their impact, the meaning of a give-away and also if there are any essential factors to get in contact with the young at fairs and events, and if new technology had an important role to play in the area.

Our research has been inductive, and therefore, we have created our own theory and reflected it to the larger topic of event communication and its theories. Our research method has been triangular, both quantitative and qualitative; interviews with those who work with student recruitment, and surveys to young people in upper secondary school.

Our study showed the importance of student ambassadors and their specific task to be nice, friendly and outgoing. In comparison, the give-away isn't as important. It mainly has a remembering function and can also make interaction easier. We also found that different events are needed to fill different requirements, meanings and purposes. Information is also important; both to create awareness about the events and fairs, but also information at the event and fairs. This information should first and foremost be through a course catalogue, but also information about the school and the life as a student is important. Regarding to new technology it has a secondary meaning, and shouldn't be over-emphasized.

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