El impacto de la comunicación publicitaria en los factores de elección de una universidad
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2025
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06/11/2024
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Universidad Complutense de Madrid
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Abstract
Las universidades españolas han experimentado varios cambios en los últimos años por las siguientes razones: la internacionalización de la educación superior, la falta de financiación de las universidades públicas, las nuevas exigencias en la demanda de los estudiantes potenciales, el incremento de alumnos en las universidades privadas y otras características que han intensificado la competencia entre ellas. Estas razones explican por qué las universidades tienen que plantearse mejorar la comunicación con su público objetivo. Una forma de lograr este fin es invirtiendo en publicidad, la que pone en contacto a la universidad y a los estudiantes. Y tiene la finalidad de informar, persuadir y recordar la marca. Estas estrategias permitirán captar nuevos alumnos o mantener el liderazgo en el mercado educativo local, nacional o global...
Spanish universities have experienced several changes in recent years for the following reasons: the internationalization of higher education, the lack of financing of public universities, new requirements in the demand of potential students, the increase in students at private universities and other characteristics that have intensified competition between them. These reasons explain why universities have to consider improving communication with their target audience. One way to achieve this goal is by investing in advertising, which brings the university and students into contact, and it has the purpose of informing, persuading and remembering the brand. These strategies will allow us to attract new students or maintain leadership in the local, national or global educational market...
Spanish universities have experienced several changes in recent years for the following reasons: the internationalization of higher education, the lack of financing of public universities, new requirements in the demand of potential students, the increase in students at private universities and other characteristics that have intensified competition between them. These reasons explain why universities have to consider improving communication with their target audience. One way to achieve this goal is by investing in advertising, which brings the university and students into contact, and it has the purpose of informing, persuading and remembering the brand. These strategies will allow us to attract new students or maintain leadership in the local, national or global educational market...
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Tesis inédita de la Universidad Complutense de Madrid, Facultad de Ciencias de la Información, leída el 06-11-2024