Vårt älskade Alnarp
By surveying conceptions of SLU Alnarp's resources and competence among its students and personnel, this thesis has the purpose of inventing identity, positioning and image of SLU Alnarp. The underlying idea is that the analysis of the opinions of the students and the personnel will provide the S...
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| Formato: | Otro |
| Lenguaje: | sueco sueco |
| Publicado: |
2009
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| Materias: | |
| Acceso en línea: | https://stud.epsilon.slu.se/12942/ |
| _version_ | 1855572159887310848 |
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| author | Carlsson, Rebecka |
| author_browse | Carlsson, Rebecka |
| author_facet | Carlsson, Rebecka |
| author_sort | Carlsson, Rebecka |
| collection | Epsilon Archive for Student Projects |
| description | By surveying conceptions of SLU Alnarp's resources and competence among its students and
personnel, this thesis has the purpose of inventing identity, positioning and image of SLU
Alnarp. The underlying idea is that the analysis of the opinions of the students and the
personnel will provide the SLU management with new ideas and general advice for an
innovative strategy for success.
Four quantitative interviews with selected representatives from different staff groups were performed. In order to obtain a differentiated view of the employee thoughts and opinions on the university, five persons were selected to be interviewed – all with different types of responsibilities. Furthermore, students were asked to fill out a questionnaire, which was sent out by e-mail. To get a representative picture, and of course to get as much response as possible, the questionnaire was sent out to all of the university's students.
The interview results and the student questionnaire results were analyzed with emphasis on
key conception notions as identity, positioning and image. For the purpose of being able to give adequate advice on an innovative future success strategy, a model of the type "Blue Ocean Strategy" was applied. This model has the advantage of being precise in the output suggestions for improvement, which are the result of its application.
To summarize, the investigation shows significant shortage in the current general picture of SLU Alnarp. It is evident that the conception of the university is not in line with the one desired by its management. This thesis gives concrete suggestions of how the misconceptions, and sometimes incongruities, can be dealt with. The conclusions that are drawn are based on the fact that survival of any university in much relies on active management of its identity. In the end, such management will strengthen the university's market position and image. |
| format | Otro |
| id | RepoSLU12942 |
| institution | Swedish University of Agricultural Sciences |
| language | Swedish swe |
| publishDate | 2009 |
| publishDateSort | 2009 |
| record_format | eprints |
| spelling | RepoSLU129422017-11-17T10:49:25Z https://stud.epsilon.slu.se/12942/ Vårt älskade Alnarp Carlsson, Rebecka Social sciences, humanities and education By surveying conceptions of SLU Alnarp's resources and competence among its students and personnel, this thesis has the purpose of inventing identity, positioning and image of SLU Alnarp. The underlying idea is that the analysis of the opinions of the students and the personnel will provide the SLU management with new ideas and general advice for an innovative strategy for success. Four quantitative interviews with selected representatives from different staff groups were performed. In order to obtain a differentiated view of the employee thoughts and opinions on the university, five persons were selected to be interviewed – all with different types of responsibilities. Furthermore, students were asked to fill out a questionnaire, which was sent out by e-mail. To get a representative picture, and of course to get as much response as possible, the questionnaire was sent out to all of the university's students. The interview results and the student questionnaire results were analyzed with emphasis on key conception notions as identity, positioning and image. For the purpose of being able to give adequate advice on an innovative future success strategy, a model of the type "Blue Ocean Strategy" was applied. This model has the advantage of being precise in the output suggestions for improvement, which are the result of its application. To summarize, the investigation shows significant shortage in the current general picture of SLU Alnarp. It is evident that the conception of the university is not in line with the one desired by its management. This thesis gives concrete suggestions of how the misconceptions, and sometimes incongruities, can be dealt with. The conclusions that are drawn are based on the fact that survival of any university in much relies on active management of its identity. In the end, such management will strengthen the university's market position and image. Denna uppsats har som syfte att inventera SLU Alnarps identitet, positionering och image. Detta uppnås genom kartläggning och analys av personal och studenters uppfattningar om SLU Alnarps resurser och kompetens. Den bakomliggande idén är att analysen av studenters och personals åsikter, ska ge Alnarps ledning råd och uppslag till en innovativ framgångsstrategi. Fyra kvantitativa intervjuer med utvalda representanter från de olika personalgrupperna utfördes. För att få en differentierad bild av de anställdas tankar och åsikter om universitetet, valdes fem olika intervjupersoner – samtliga med olika anställningsfunktioner – ut. Vidare fick studenter svara på enkätfrågor vilka skickades ut via mail. För att få en god bild av studenternas uppfattning om Alnarp och dess utbildningar, och med förhoppning om så många svar som möjligt, skickades enkät ut till samtliga programstuderande. Resultaten på intervjuerna och svaren på studentenkäten analyseras med utgångspunkt i nyckelbegrepp som identitet, positionering och image. För att kunna ge adekvata råd gällande en i framtiden innovativ framgångsstrategi appliceras en modell av typen ”Blue Ocean Strategy”. Denna modell har fördelen av att vara precis i de förslag till förändringar som blir resultatet av dess tillämpning. Sammanfattningsvis visar undersökningen synnerliga brister i den nuvarande allmänna bilden av SLU Alnarp. Det är tydligt att bilden av universitetet inte stämmer överens med den av ledningen önskade. Uppsatsen ger konkreta förslag till hur dessa missuppfattningar, och ibland missförhållanden, kan åtgärdas. De slutsatser som dras bottnar i det faktum att det för ett lärosätes överlevnad är av högsta vikt att prioritera aktivt arbete med identitetsmanagement, som på lång sikt stärker position och image på marknaden. 2009-03-03 Other NonPeerReviewed application/pdf sv https://stud.epsilon.slu.se/12942/1/carlsson_r_171117.pdf Carlsson, Rebecka, 2008. Vårt älskade Alnarp : en inventering av SLU Alnarps identitet, positionering och image. UNSPECIFIED, Alnarp. Alnarp: (LTJ, LTV) > Dept. of People and Society <https://stud.epsilon.slu.se/view/divisions/OID-638.html> urn:nbn:se:slu:epsilon-s-8924 swe |
| spellingShingle | Social sciences, humanities and education Carlsson, Rebecka Vårt älskade Alnarp |
| title | Vårt älskade Alnarp |
| title_full | Vårt älskade Alnarp |
| title_fullStr | Vårt älskade Alnarp |
| title_full_unstemmed | Vårt älskade Alnarp |
| title_short | Vårt älskade Alnarp |
| title_sort | vårt älskade alnarp |
| topic | Social sciences, humanities and education |
| url | https://stud.epsilon.slu.se/12942/ https://stud.epsilon.slu.se/12942/ |