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Hur kan Vägverket kommunicera för att göra en webbtjänst mer känd och använd bland unga människor?

Henriksson, Gertrud (2009)
Department of Strategic Communication
Abstract
Abstract
Being a public authority, as the Swedish Vägverket, includes communication with youth.
A lot of research is done concerning youth and its life conditions – they are the future and
thereby important to understand. A common goal for public authorities of today is to
cooperate to create more value for the citizen. The web service Körkortsportalen is a
result of that. The research questions are focusing on youth and are as follow; what is the
picture of Vägverket among youth? How can Vägverket communicate with youth in
order to make Körkortsportalen more known and used?
A qualitative method is used and carried out through interviews with 20 students at high
schools in Helsingborg, Scania. A long with this, secondary material... (More)
Abstract
Being a public authority, as the Swedish Vägverket, includes communication with youth.
A lot of research is done concerning youth and its life conditions – they are the future and
thereby important to understand. A common goal for public authorities of today is to
cooperate to create more value for the citizen. The web service Körkortsportalen is a
result of that. The research questions are focusing on youth and are as follow; what is the
picture of Vägverket among youth? How can Vägverket communicate with youth in
order to make Körkortsportalen more known and used?
A qualitative method is used and carried out through interviews with 20 students at high
schools in Helsingborg, Scania. A long with this, secondary material is applied in order to
understand media preferences and media usage among youth.
The result shows that areas within the communication regarding Körkortsportalen can be
further developed. The main conclusion is relationship building – face to face and via the
concept of Customer Relationship Management (CRM). (Less)
Please use this url to cite or link to this publication:
author
Henriksson, Gertrud
supervisor
organization
year
type
H2 - Master's Degree (Two Years)
subject
keywords
public authority, social marketing, youth, vägverket, crm, target group analysis
language
Swedish
id
1465278
date added to LUP
2009-08-20 00:00:00
date last changed
2018-10-18 10:07:39
@misc{1465278,
  abstract     = {Abstract
Being a public authority, as the Swedish Vägverket, includes communication with youth.
A lot of research is done concerning youth and its life conditions – they are the future and
thereby important to understand. A common goal for public authorities of today is to
cooperate to create more value for the citizen. The web service Körkortsportalen is a
result of that. The research questions are focusing on youth and are as follow; what is the
picture of Vägverket among youth? How can Vägverket communicate with youth in
order to make Körkortsportalen more known and used?
A qualitative method is used and carried out through interviews with 20 students at high
schools in Helsingborg, Scania. A long with this, secondary material is applied in order to
understand media preferences and media usage among youth.
The result shows that areas within the communication regarding Körkortsportalen can be
further developed. The main conclusion is relationship building – face to face and via the
concept of Customer Relationship Management (CRM).},
  author       = {Henriksson, Gertrud},
  keyword      = {public authority,social marketing,youth,vägverket,crm,target group
analysis},
  language     = {swe},
  note         = {Student Paper},
  title        = {Hur kan Vägverket kommunicera för att göra en webbtjänst mer känd och använd bland unga människor?},
  year         = {2009},
}