Aim: The aim of this essay is to study the external communication of Science Park Jönköping, how they want students in Jönköping to perceive them. Further we would like to compare that

information with how students in Jönköping actually perceive Science Park Jönköping. Do the both pictures agree?

Method/Material: Together with literature studies, a qualitive method has been used.

Two interviews with the managers of Science Park, and five focusgroups with students have

been conducted.

Main Results: The main result from the focusgroup interviews shows that the students perceived image of Science Park correlates in many ways with Science Parks profile. But the study also shows that Science Park do not apply many of the relevant theories that would benefit their marketing.