Abstract:
Higher Educational Institutions make use of branding and marketing tactics the same way any other organisation does. Big marketing schemes, campaigns, and social media marketing is just some of the tactics that are used to entice prospective students. While this is completely valid in the chaotic and competitive markets they find themselves in, it can lead to over promising and under delivery. Looking within the context of Vega, this research looks at whether first year students believe that the brand promise from the “Don’t Settle” campaign has been kept based on their experiences at Vega. An interpretivism approach was used to conduct the qualitive research. An in-depth interview with Vega’s marketing manager was used to provide a better understanding into the “Don’t Settle” campaign. An online focus group with ten first year BA strategic Brand Communication Vega student was conducted to collect their opinions and experiences of Vega and how they feel they have experienced Vega’s brand promise.
The interview produced a wealth of information regarding the thought process behind the “Don’t Settle” campaign that helped provide the study with more context. The focus group finding was categorised into three themes: brand promise, stakeholder expectation, and stakeholder experience. There was a distinct unhappiness with the students as they felt that there was more to offer at Vega, but it was not being utilised. But they did recognise that they are still in their first year and have lots to learn. There was also the point bought up that there is currently a pandemic and that this would be hampering their experience and causing it to not align with the brand promise.
This research has provided Vega with a qualitative understanding of how their first-year students are experiencing their brand as compared to the brand promise laid out in the “Don’t Settle” campaign.
