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[{"key": "dc.contributor.advisor", "value": "Karjaluoto, Heikki", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Valpe, Kati", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2020-08-28T09:50:52Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2020-08-28T09:50:52Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2020", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/71535", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Tutkimuksen tarkoituksena oli tutkia korkeakoulujen hakijamarkkinointia, markkinointiviestint\u00e4\u00e4 ja hakijan polkua. Tutkimuskysymykset olivat, miten yliopistoon hakeudutaan, mit\u00e4 informaation l\u00e4hteit\u00e4 k\u00e4ytet\u00e4\u00e4n ja mik\u00e4 merkitys suosittelulla on. Tutkimuksen teoreettinen viitekehys koostui kahdesta p\u00e4\u00e4osasta. Ensimm\u00e4inen kokonaisuus k\u00e4sitteli korkeakoulujen markkinointia, markkinointiviestint\u00e4\u00e4 sek\u00e4 br\u00e4ndi\u00e4 ja br\u00e4nd\u00e4\u00e4mist\u00e4 yliopistoissa. Toinen osa keskittyi ostopolkuteoriaan ja miten ostopolusta tulee hakijan polku. Lis\u00e4ksi esiteltiin suosittelun ominaispiirteit\u00e4 ja merkityst\u00e4. Tutkimuksen keskeisi\u00e4 k\u00e4sitteit\u00e4 olivat opiskelijarekrytointi ja hakijamarkkinointi. Opiskelijarekrytointi on enemm\u00e4n rinnastettavissa yritysten myyntiin, joka on konkreettista ja kohdennettua tekemist\u00e4. Hakijamarkkinointi taas tukee opiskelijarekrytointia eri markkinoinnin keinoin. Yliopiston hakijamarkkinointia kartoitettiin opiskelijarekrytoinnin asiantuntijoiden teemahaastatteluilla Jyv\u00e4skyl\u00e4n yliopistossa ja sen kuudessa tiedekunnassa. Haastatteluissa tarkasteltiin, miten yliopisto l\u00e4hestyi potentiaalisia kotimaisia opiskelijoita vuonna 2019. Erityinen huomio oli digitaalisissa kanavissa ja br\u00e4ndiss\u00e4. Hakijan polkua tutkittiin erityisesti opiskelijan n\u00e4k\u00f6kulmasta. Lyhyell\u00e4 ensimm\u00e4isen vuoden opiskelijoiden alkukartoituksella suunnattiin teoriaa ja varsinaista kysely\u00e4. Kyselylomake l\u00e4hetettiin kaikille yliopiston perustutkinto-opiskelijoille. Kyselyll\u00e4 kartoitettiin hakijan polkua yliopistoon, syit\u00e4 hakea opiskelemaan ja mit\u00e4 tiedonl\u00e4hteit\u00e4 hakija k\u00e4ytt\u00e4\u00e4 sek\u00e4 suosittelua hakijan polulla. Monimenetelm\u00e4isell\u00e4 tutkimuksella saatiin kartoitettua my\u00f6s yliopiston ja hakijoiden kohtaamispisteet polulla. Hakijan polku vaihteli muun muassa el\u00e4m\u00e4ntilanteen, alan ja sukupuolen suhteen. Lis\u00e4ksi hakemisen syiss\u00e4 oli eroja. T\u00e4rkeimm\u00e4t informaation l\u00e4hteet olivat yliopiston omat digitaaliset kanavat eli yliopiston tai tiedekunnan verkkosivut. Suosittelulla n\u00e4ytti olevan merkityst\u00e4 ainakin tiedonl\u00e4hteen\u00e4. Tutkimus tukee teoriaa korkeakoulujen markkinoinnista ja br\u00e4nd\u00e4\u00e4misest\u00e4. Kyselyn tulokset t\u00e4ydent\u00e4v\u00e4t aiempia, p\u00e4\u00e4asiassa kansainv\u00e4lisi\u00e4, tutkimuksia hakijamarkkinoinnista soveltaen niit\u00e4 kotimaisiin korkeakouluihin.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2020-08-28T09:50:52Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2020-08-28T09:50:52Z (GMT). No. of bitstreams: 0\n Previous issue date: 2020", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "103", "language": "", "element": "format", "qualifier": "extent", "schema": "dc"}, {"key": "dc.format.mimetype", "value": "application/pdf", "language": null, "element": "format", "qualifier": "mimetype", "schema": "dc"}, {"key": "dc.language.iso", "value": "fin", "language": null, "element": "language", "qualifier": "iso", "schema": "dc"}, {"key": "dc.rights", "value": "In Copyright", "language": "en", "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.subject.other", "value": "korkeakoulun markkinointiviestint\u00e4", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "ostopolku", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "suosittelu", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Korkeakoulujen hakijamarkkinointi : tutkimus korkeakoulujen markkinointiviestinn\u00e4st\u00e4 ja hakijan polusta", "language": "", "element": "title", "qualifier": null, "schema": "dc"}, {"key": "dc.type", "value": "master thesis", "language": null, "element": "type", "qualifier": null, "schema": "dc"}, {"key": "dc.identifier.urn", "value": "URN:NBN:fi:jyu-202008285665", "language": "", "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Pro gradu -tutkielma", "language": "fi", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Master\u2019s thesis", "language": "en", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Jyv\u00e4skyl\u00e4 University School of Business and Economics", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Jyv\u00e4skyl\u00e4n yliopiston kauppakorkeakoulu", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Taloustieteet", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Business and Economics", "language": "en", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "Jyv\u00e4skyl\u00e4n yliopisto", "language": "fi", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "University of Jyv\u00e4skyl\u00e4", "language": "en", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Markkinointi", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Marketing", "language": "en", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "yvv.contractresearch.funding", "value": "0", "language": "", "element": "contractresearch", "qualifier": "funding", "schema": "yvv"}, {"key": "dc.type.coar", "value": "http://purl.org/coar/resource_type/c_bdcc", "language": null, "element": "type", "qualifier": "coar", "schema": "dc"}, {"key": "dc.rights.accesslevel", "value": "openAccess", "language": null, "element": "rights", "qualifier": "accesslevel", "schema": "dc"}, {"key": "dc.type.publication", "value": "masterThesis", "language": null, "element": "type", "qualifier": "publication", "schema": "dc"}, {"key": "dc.subject.oppiainekoodi", "value": "20423", "language": "", "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "br\u00e4nd\u00e4ys", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": 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