Oslo School of Management (OSM) wanted a repositioning in 2011, presenting the school as a real alternative to the BI Norwegian Business School.
The Oslo School of Management offer one master’s and eight bachelor’s study programs in the areas of Human Resources and Personnel Management, Tourism and Hotel Management, Marketing and Brand Management, Sales Management, Service Strategy, Creativity, Innovation and Business Development, PR, and Social Impact. OSM is relatively small school, both in terms of student body and size of marketing budgets, nevertheless they offer competition to the much larger BI Norwegian Business School.
OSM is a contender in the marketplace and wants to be distinguished from the rest of the universities and colleges, by offering Norway’s only specialization program in marketing. Over the past three years, the school has primarily been working to increase awareness of and knowledge around OSM and what they can do to increase the number of applicants and students.
There are many potential students out there with thoughts, ideas, and the desires to contribute to change, both large and small, for business and industry. These students are in need of a school that takes them seriously, offer support, and believe in their abilities. OSM has taken on this role.
OSM has succeeded in establishing itself as the preferred university college for marketing studies in Norway. Results from an awareness poll showed positive change in opinion among the target group in response to “The Oslo School of Management has expertise in marketing” — from 22% in 2012 to 33% in 2014.
The number of applicants increased from 1891 in 2011, to 3094 in 2014 – a growth of 63 %. There was also a 61% increase in the number of applicants admitted to study — from 656 in 2011 to 1055 in 2014. In contrast, the BI Norwegian Business School reported a decline in the number of bachelor program applicants. According to the Norwegian Universities and Colleges Admission Service (NUCAS), the number of applicants for higher education rose by 2.35% from 2013 to 2014. With OSM’s high rate of growth taking place in the same period of time, it is reasonable to assume that OSM gained some of the market share. The latest ROMI Analysis from 2014 found a clear and strong correlation between marketing investments over the past three years, and the number of applications submitted.