Samenvatting

The Netherlands has two types of higher educational institutions - research university and university of applied sciences. The first one has a more theory-based approach to education, while the latter puts emphasis on applying the knowledge taught in the classroom by developing practical skills.
The Hague University of Applied Sciences is considered to be one of the most internationally diverse institutions in the Netherlands. Because international students do not have knowledge of the difference between the two types of universities, they decide to quit their study programs, either shortly after the beginning of the academic year or at the end of their first-year, and enrol into a research university. The Hague University of Applied Sciences has come to understand that international students need to be better informed not only about the difference in the Dutch educational system but also what the concept of 'applied sciences' means and what the purpose of the education is.
Therefore, the aim of this communication plan is to recommend a communication strategy and communication instruments that will help The Hague University of Applied Sciences achieve the goal of explaining the difference and attract more international students to the institution.
For the purpose of the main communication goal, internal and external analyses were completed that looked into the current communication climate and information network of The Hague University of Applied Sciences as well as other research and applied sciences universities in the Netherlands. In addition to that, a survey among the current international student body was conducted in order to find out if and how they were informed about the meaning of 'applied sciences'.
After completing these stages, a communication analysis is provided in order to see which are the involved parties in the communication plan and determine what role communication will have in achieving the goal. This will then help select the target groups and communication objectives.
The Hague University of Applied Sciences needs to use a communication strategy that will create the right message and provide enough information to international students about 'applied sciences' education. After selecting the communication strategy, supported by the appropriate communication instruments, stages of implementations and evaluations will be suggested in order to determine how successful the proposed strategy has been.