Institutional communication in university management: study applied to student recruitment
Keywords:
communication campaign, institutional advertising, media plan, consumer behavior, integrated communication
Abstract
This study focuses on the analysis of the communication campaign designed by the University of Lleida (UdL) to promote the tourism degree. An investigation was conducted to obtain the profile of the tourism degree students in order to know their needs and expectations about higher education and their sources to choose university, including both Internet and Social Networks. Among the main results we observed a significant presence of institutional web of UdL as a primary information source.Downloads
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Published
2014-04-28
How to Cite
Martin-Fuentes E., Daries-Ramón N. y Cristóbal Fransi E. (2014). Institutional communication in university management: study applied to student recruitment. Historia y Comunicación Social, 19, 591-604. https://doi.org/10.5209/rev_HICS.2014.v19.45051
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