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Kommunikationsplan - att förstärka attityder till ingenjörsyrket
2003 (Swedish)Independent thesis Basic level (degree of Bachelor)Student thesis
Abstract [en]

The purpose of this essay is to create a communication strategy for a multimediaproduction, the aim of which is to recruit more students to the Engineering Programs at the University of Karlstad. This communication strategy is based on a quantitative survey of the target audience. The focus of the survey was to discover the knowledge and attitudes among the target audience towards engineering as a profession, and also to understand their needs for a future profession. The results from the survey shows that the target audience have a relatively positive image of engineering as a profession. Therefore, the communication strategy is to strengthen the already existing attitudes. The message in the communication strategy is based on attitudes that the engineering profession is a; creative, well paid, varying and social profession. These are supportive arguments to the primary message, which is to show that the engineering profession is a suitable path to choose for the future. The strategy is to first strengthen the attitudes, and after that lower the involvement for decision. The goal being to reach an ideal state for persuading the target audience.

Place, publisher, year, edition, pages
2003. , p. 71
Identifiers
URN: urn:nbn:se:kau:diva-57376Local ID: MKV C-33OAI: oai:DiVA.org:kau-57376DiVA, id: diva2:1121987
Subject / course
Media and Communication Studies
Available from: 2017-07-12 Created: 2017-07-12

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CiteExportLink to record
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Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
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  • de-DE
  • en-GB
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  • nn-NO
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Output format
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