Aarhus BSS’ image under scrutiny
For the first time since changing its name in 2015, Aarhus BSS has conducted an extensive awareness and image study among four select target groups. The study shows that the new name is gaining ground, but that targeted efforts should still be made to increase awareness of Aarhus BSS.
For the first time since introducing the name Aarhus BSS in 2015, the school has conducted an extensive awareness and image study among four select target groups: academics, corporate managers, partners and alumni. A total of 2,235 people participated in the study.
The purpose of the study was to measure the level of awareness of the new name, explore Aarhus BSS’ image compared to competing educational institutions and uncover whether the target groups’ perception of Aarhus BSS coheres with the school’s overall branding strategy. In addition, the analysis was designed to uncover the needs and demands in the field of continuing and further education.
New name is gaining ground
The study shows that 31 per cent of the total respondents are aware of the new name Aarhus BSS. When including the old names such as Aarhus School of Business and The Faculty of Social Sciences, the level of awareness doubles. This shows that the new name is gaining ground, but that targeted efforts should still be made to increase awareness of Aarhus BSS.
The second part of the study zooms in on Aarhus BSS’ image among the respondents who are aware of the school. Here the study asks about what values/parametres the respondents find important in relation to educational institutions, and to what extent they associate Aarhus BSS with these values. The analysis shows that Aarhus BSS is highly associated with a number of important parameters such as deep academic understanding and a broad understanding of society. In this way, the study gives an indication of what discourses Aarhus BSS should enhance in its communication to external stakeholders. And here the possibility of valuable knowledge, openness towards the business community and a broad understanding of society are particularly important parametres according to the respondents.
What’s next?
The awareness and image study will now be applied in the continuous work with developing the school’s branding strategy. The results of the study will form the basis of a series of specific marketing initiatives at school and degree programme level, and in addition, Aarhus BSS is planning to repeat the study in two or three years in order to measure the development over time and thus the effect of the specific initiatives.
If you would like to know more about the awareness and image study, please contact:
Head of Communications:
Aase Bak
Tel.: 87 15 22 21
E-mail: aasebak@au.dk