How to improve the brand perception of AIESEC in BGE KVIK?

Takács Eszter (2021) How to improve the brand perception of AIESEC in BGE KVIK? Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar.

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Absztrakt (kivonat)

How to improve the brand perception of AIESEC in BGE KVIK? The purpose of this paper was to evaluate the world's most prominent youth-run organization, AIESEC's brand, and to help the organization see the missed opportunities in the Hungarian market. To find these missed opportunities, first, we have to research what AIESEC has tried in Hungary to see where they have failed and what they have not even tried yet. I could conclude an interview with the organization's marketing and brand responsible in Hungary. Finally, I was able to complete two interviews with a brand manager and an advertisement agency director. After these interviews, I made a questionnaire for the university students to find out their interest regarding AIESEC's brand and its marketing activities in general. Firstly, I realized that not many people knew what AIESEC exactly does, but they had many opinions about what they like to see. I found that people are interested in the organization; they just never hear about it. Multiple students suggested social media usage and event organizations to talk with their audience this way. The second survey was created for the membership of AIESEC in Hungary to listen to their opinion on the brand.  My findings should be of value to the organization here in Hungary, present in the university, to develop their processes, methods and reach more Hungarian youth, as this study offers specific recommendations for the organization.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar

Tanszék

Kereskedelem Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Kereskedelem és marketing

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	AIESEC, brand, brand strategies, non-profit organizations, Social media, university
SWORD Depositor:	Archive User
Felhasználói azonosító szám (ID):	Archive User
Rekord készítés dátuma:	2022. Már. 22. 08:20
Utolsó módosítás:	2022. Már. 22. 08:20

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