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This Bachelor’s thesis examines online marketing opportunities for exporting education programs and education consulting services from Finland and internationally. The objective of the study is to determine how is the current B2B environment in e-marketing communications. The purpose of this research is to provide useful information on e-marketing strategies that would benefit HAAGA-HELIA Global Education Services (HAAGA-HELIA GES). This study consists of a theoretical section that supports the relationship between traditional offline marketing theories and new theoretical models that explain online marketing activities. The empirical section examines popular online marketing tools, channels, and environments including social media, in the framework of B2B communications. The qualitative research method employed included both qualitative interviews and observations. The analysis of the current e-marketing activities in the firms involved in exporting education internationally was sought through qualitative interviews. The qualitative research method was chosen with the objective to gain insight on the main communication channels and methods used by marketing managers, and how communications where handled online. The interviews with marketing managers in different organizations involved in exporting education revealed that while the firms are seeking to increase their online presence, their marketing budget did not include e-marketing strategies in the current marketing communications plan. The final recommendation points out the challenge for HAAGA-HELIA GES in selecting, executing,and monitoring significantly strategic new platforms, tools and channels. A successful communication plan should include e-marketing strategies,offline marketing activities aligned with the overall marketing strategy, and with focus on reach, engage, and maintain the target customer.
In the Molecular Signaling Laboratory (MSLab), when working with neuronal cells that have been treated with a dye agent, a parameter extraction protocol is followed, mainly the intensity of the image, which requires advanced knowledge in programming languages and tools, as well as a prudent time to extract the information. The investigator, on most occasions, is limited by its researcher background. In this work, the master degree student has developed a tool that offers the extraction of the results, without necessitating the knowledge in image processing languages, and exposes them in plots that make it easier the interpretation for the investigator. This software also allows the export of the results in an Excel file. On this project, a method has been implemented that performs cellular segmentation and extracts the information in an image processing language, and desktop software that uses that method, transparently to the researcher, and exposes the results in graphs.