| Abstract [eng] |
This Master's thesis analyses the impact of unethical marketing communication to the image of a university. The problem of this Master's thesis is described by the question \"what impact does unethical marketing communication have on the image of a university\". The aim of this Master's thesis is to analyse cases of unethical marketing communication and determine their impact on the image of a university. The object of this Master's thesis: the impact of unethical marketing communication on the image of a university. The theoretical part of the work includes a theoretical analysis on organization image formation and on the forms of expression of ethics in marketing communication. Based on scientific literature, conclusions were systematized in order to identify the forms of expression of unethical marketing communication. The empirical part of the work includes qualitative and quantitative research, analysis on the obtained data and results. Observation and structured interview methods were used in the qualitative (exploratory) research. A questionnaire survey was used in the quantitative research. Considering the results of the exploratory research and the results of the analysis on the contents of press articles about cases of unethical marketing communication in universities, a written quantitative research survey was formed. 185 respondents who are 10 – 12th (I – IV in gymn.) grade students living in various places in Lithuania were surveyed during the quantitative research. The study revealed that students do not identify / associate unethical marketing communication in universities as a significant factor in their decision and choice. Students are not always able to identify what is ethical and what is not, because most student do not care whether it is ethical or not. Although they themselves declare that it is important to follow ethical rules: to act ethically and responsibly. It was determined that cases of unethical marketing communication in universities have a negative impact on their image. Based on the obtained results, it is recommended for the heads of universities to organize a seminar or a joint meeting for university employees to discuss which behaviour related to marketing communication is considered to be ethical and which is not (appropriate and inappropriate). It is important to discuss the behaviour that could have an impact on the image of the university. |
