Denmark will in 2020 need up to 20.000 skilled workers in the building construction industry. This is due to the dwindling numbers of students applying for a vocational education during the last decade. The decline might be due to the poor reputation and image the vocational educations have amongst school students and their parents. Which is why the vocational educations have created a new high school education that is also half vocational, eux. This study explores how the launch of the education should proceed. The study has through qualitative research indentified how best to launch eux. This includes which stakeholders should be taken into account, what strategic parameters to use, how eux should be positioned and what framework a marketing campaign would have to use. One of the main findings of the study, was that eux should be positioned as a high school education in the general youth education market, but has to differentiate itself on the high school market with its vocational approach.
|Uddannelser||Erhvervsøkonomi, (Bachelor/kandidatuddannelse) Bachelor el. kandidat|
|Udgivelsesdato||30 maj 2011|
- strategic marketing