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students, which means 4,42% of the total number of students (7935) (Statistics Finland, 2016). In the same year Oamk counted 180 international partner universities, 536 outgoing and incoming exchange students (that is, 10 000 credits), 281 staff’s working periods abroad, 264 foreign lecturers/experts to Oamk, and 5 international research and development projects staff/teacher exchange weeks. From data and circumstances abovementioned it is proved that Oamk is an international institution. Consequently, the company needs to align its marketing strategy with international targets. As the organization’s website has a wide range of potential users from all over the globe, it is necessary that the website’s contents are accessible and easy to find by potential international users, especially prospective foreign students. 1.5 Thesis structure This thesis will be divided into three main parts: The first part (chapter 2) will be the Situational Analysis, to identify the companies’ strengths, weaknesses, opportunities and threats concerning Search Engine Optimization as a digital marketing technique for Internationalization, as well as its related terms, concepts, advantages and trends. The second part (chapters 3 & 4) will be the selection of SEO strategy and creation of a SEO implementation plan, providing a procedure on how the learned knowledge can be implemented effectively to optimize the commissioner’s website for search engines, focusing on International markets. Books, statistics, blogs and articles from trusted sources in the field will be attentively selected as references for the theoretical background, which will be included in the diverse chapters of the thesis. The third and final part (chapters 5 & 6) will be the discussion, including suggestions for measuring and monitoring performance, the conclusion and the limitations. 10PDF Image | SEARCH ENGINE OPTIMIZATION (SEO) AS A DIGITAL MARKETING TECHNIQUE FOR INTERNATIONALIZATION IN HIGHER EDUCATION
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