Write for your target group
When keeping your target group in mind while producing your programme texts, you are able to better guide and support the students, answer their questions, and help them make a well-informed decisions about their future.
Think about who you are addressing and use the appropriate tone. Prospective Bachelor’s students and prospective Master’s students are two different target groups, and this should be reflected in the programme texts. This is also the case when writing for Swedish and international audiences, and there are different things to consider with each. An 18-year-old should be able to understand the information provided in a programme text for a Bachelor’s level programme.
Write short and concise texts
Your text should always be concise and easily understood. Simplify the language and avoid using complicated phrases and expressions. Keep the text a reasonable length – informative but not too long. In the instructions, you will find guidelines for the recommended maximum number of words for certain sections.
- Start with the most important information. Prospective students are skimming through the websites of different universities, weighing their options. We need to stand out and draw their attention. This is why the introduction and headings of programme texts are so important - it is often the only parts prospective students will read before deciding whether to read further or move on.
- Write short sentences, approximately 15-20 words long. Sentences with over 40 words are difficult to read. If a sentence must be long it should be followed by a sentence no longer than 5-8 words.
- Address the reader as "you". This makes the information easier to comprehend.
- Use bullet points to clearly present content.
- Be direct and avoid using superfluous words and sentences. Phrases such as “Please observe…/Kindly note that…” are often unnecessary.
- Avoid passive sentences.
- Avoid being repetitive.
- Avoid abbreviations. If you are using an abbreviation it should be written in full the first time you are using it. Write the full name of the programme and specialisation the first time you write it.
Writing for an international target group
When writing programme texts in English for an international target group, there are a few special things to keep in mind. For example, you should not always translate the Swedish version directly. Content and context may need to be written in a different way. There are several topics about teaching methods and the application process that do not mean the same in all countries. Keep this in mind and adapt your texts to the target group.
We compete with other countries. Sweden's strengths can also be the University's strengths. If Sweden excels in a certain area, it can also be a strength for us, for example, sustainable development.
Use simple words and sentences. Most applicants do not have English as their mother tongue. Some who read about our programmes speak poor English and do not meet our English language requirements. These users should be able to read the information and understand that they are not eligible to apply to the programme.
Words and phrases to explain
Some phrases are obvious to those who know the Swedish higher education system, but not all international students understand their meaning. Therefore, a brief explanation may be needed in the English version. Below are examples of how you can explain the phrases/words if needed.
Självstudier/independent study: You will need to take responsibility to structure your own studies. This also means that you will spend a large amount of time reading and studying on your own outside the classroom.
Seminarium/seminar: Present your ideas and discuss course literature or other study materials that you are required to read before the seminar with your classmates. The teacher usually only moderates the discussion. The aim is to develop critical thinking and collaborative skills. All students are expected to be active participants in all forms of discussions.
Grupparbete/group work: You will need to complete most of your assignments together with your classmates outside the classroom. This way, you learn from each other and how to work in a team.
Hemtentamen/take-home examination: You will take unsupervised examinations that you need to complete independently at home within a certain amount of time. The purpose is to test your ability to apply knowledge to new information or your understanding of a topic. You can often check your coursebook or other study material while taking the exam, but you must use your own insights and reflections to create your answers.
Valfri kurs/elective course: You choose from a wide range of courses in computer science, shaping your education in line with your interests and the department's many research fields. Your selection is made in dialogue with your teachers and study counsellors, to ensure that your choices suit your qualifications and interests, and so that you achieve the specialisation you are seeking.
Information about careers
Information about what you can work with after a programme is important for all applicants, no matter where they come from. What you should keep in mind when it comes to a international target group is that they do not always have the same insight into the Swedish labour market. Answer questions such as; What can I work with after my studies? Where can I get a job? What is the labour market in Sweden like? What are the salary ranges? Do I have to know Swedish? What is the difference between one-year and two-year programmes when applying for a job?
Example text about wages and the labour market in Sweden:
Salary in Sweden can vary greatly depending on education level, tasks, previous experience, location, sector, etc. According to one of the largest Swedish work unions' SACO's statistics, the average salary of someone with a university degree in engineering is about SEK 51 220 per month before tax last year (2021). SACO's prediction shows that the engineering labour market in Sweden will remain in balance in the coming three years.