Denmark is a relatively small country with a population of about 5.6 million and only eight universities. In Denmark education is paid by the state and as such, Danish students pay no tuition fees for attending Danish universities. On top of this there are no published university rankings in Denmark. This means Danish students do not choose their education with expectations based on university rankings and Danish universities are thus evaluated by the students based on values differing from those of their international peers. The empirical basis of this thesis consists of five focus groups with students from three Danish universities. Employing theory by Hatch & Schultz we argue that the students’ perception of these universities is founded in the universities’ cultures and the students’ perceptions of themselves. We analyze the universities’ images in detail and the perceptions of students and cultures that follow. Introducing theories by Giddens and Goffman we argue that the present‐day student wants a variety of services from a university education. From a students’ perspective universities provide service in the forms of subject knowledge, future prospects and a basis for personal representation. Through analysis we assess how the three chosen universities are perceived by the students regarding the above‐mentioned services. This leads to conclusions about the students’ values and priorities when choosing a university. Comparing the two analyses of university images and student priorities we furthermore assess how these services are perceived in a larger societal context across universities. We also evaluate which universities offer which services and, on the basis of that, how the universities compare to each other. This thesis provides insights about Danish universities’ images, the cultural values, and the priorities of the students’ when selecting and attending these universities. In concluding, we identify challenges as well as possible means and effects of university communication aiming at students as a target audience.
|Uddannelser||Kommunikation, (Bachelor/kandidatuddannelse) Kandidat|
|Udgivelsesdato||30 nov. 2011|