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Student Journey Map

In: Studierendenmarketing und Hochschulbranding

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  • Thomas Kaiser

    (cyberpromote GmbH)

Abstract

Zusammenfassung Die Reise der Studierenden beginnt im Schnitt 12 Monate vor dem Studienbeginn und geht bis zum Ende des Studiums. Alle Phasen haben Einfluss auf das Studierendenmarketing. Die fünf wichtigsten Phasen von der Orientierung bis zur Bewerbung werden detailliert beleuchtet, die Einflussfaktoren aufgezeigt und die Maßnahmen in den jeweiligen Kanälen. Zudem werden die Bedürfnisse der Studierenden mit Empathy Maps erläutert. Die Erkenntnisse der Gehirnforschung geben noch mehr Aufschluss darüber, wie die Zielgruppe Entscheidungen trifft.

Suggested Citation

  • Thomas Kaiser, 2023. "Student Journey Map," Springer Books, in: Studierendenmarketing und Hochschulbranding, chapter 0, pages 87-108, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-42423-7_6
    DOI: 10.1007/978-3-658-42423-7_6
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