They are different words with different meanings, except in colloquial language (slang), where they are often used interchangeably.
1) Usage of 'them': it's the accusative form of 'they' (3rd person plural) so use it in sentences where a 3rd party (someone/some people separate to 'they') is doing an action to 'they'.
Usage of 'these'/'those': they are demonstrative pronouns - the plurals of 'this' and 'that' - so use them to demonstrate something. 'These' is used for items that are in some way closer, more related, or in another way are the more important items of a sentence.
2) Examples of 'them': "John was asked what he thought of them."; "After I gave them a detention, I told them that they weren't making enough effort."
Examples of 'these'/'those': "Why are you trying those shoes on? These ones are much cheaper."; "Those people are silly, these are clever."
Hope this is clear enough and helps! If it does, an upvote and/or accept wouldn't go amiss!
There are at least two ways these terms can be used:
1) They can be used to indicate assent:
For example:
We need some more eggs to make the soufflé. Can you go buy some?
Alright. (or, Okay.)
2) They can be used to indicate that the quality of something is "satisfactory but not exceptionally or especially good":
For example:
How was the movie last night?
It was okay. (or, It was alright)
In these two contexts, I find these terms pretty much interchangeable. In the first, you agree, but without any particular eagerness. In the second, they both convey about the same sense of enthusiasm (or apathy).
I will offer an opinion that differs slightly from Mowzer's: I think they are both somewhat general and informal terms. If for some reason more formality, politeness, or precision is called for, I would recommend using different words altogether. For example:
Judge: I'll need you to approach the bench and take the oath.
My response: Yes, your honor. (not, "Alright" or, "Okay")
English Professor: What did you think of the Faulkner story you read this weekend?
My response: It has a good message, but it's a little dry. (not, "It's alright" or, "It's okay")
Girlfriend's mother: We need some more eggs to make the soufflé. Can you go buy some?
My Response: I'd be glad to. (not, "Alright" or, "Okay")
I think your question is a fair one, and your analogy is a good one. But, in this case, I think the two words are much more interchangeable than, say, broke and bankrupt.
Best Answer
You can use either one.
The normal usage in the US is:
The students are called "transfer students".
The process, in the abstract, is called "transferral"
The manual could be called any number of things: "transfer manual", "transferral manual", "guide to academic transfers", etc.