About this paper

Appears in:
Pages: 3086-3094
Publication year: 2014
ISBN: 978-84-616-8412-0
ISSN: 2340-1079

Conference name: 8th International Technology, Education and Development Conference
Dates: 10-12 March, 2014
Location: Valencia, Spain

GLOBAL UNIVERSITY ENVIRONMENT – WHICH MARKETING STRATEGIES?

P. Lopes, M. Varela

ISG/INP (PORTUGAL)
In Portugal as in many other countries Universities are dealing with two major problems: an economic crises and demographic decline. In the other hand, Portuguese universities have been working in the last years to achieve the attention of foreign students. In this context, marketing strategies are very important and have been chanching with the introdution of web comunications and social networks . Universities should define a marketing strategy to local market and at the same time have to determine what kind of communication tools use to reach students from other countries.

Universities Marketing strategies are a special issue in the marketing field that have been study for different authors as Hammond, Harmon, and Webster (2007), Hemsley-Brown, & Oplatka, (2006), Hayez, (2007) in distinct lines. Others researchers focus the studies in a better communication between universities and their interested groups as for instance the students (Ivy, 2008).

The main goal of this research is to analyses which marketing tools Portuguese Universities have been followed to reach prospect students in local market and international market. In this context this article, identifies communication actions and other elements directed to future and present students.
The methodologies used to attain the objectives of this study are an interview and questionnaire. In the final are presented the conclusions and paths for further research in integrated marketing strategies in universities globalization.
@InProceedings{LOPES2014GLO,
author = {Lopes, P. and Varela, M.},
title = {GLOBAL UNIVERSITY ENVIRONMENT – WHICH MARKETING STRATEGIES?},
series = {8th International Technology, Education and Development Conference},
booktitle = {INTED2014 Proceedings},
isbn = {978-84-616-8412-0},
issn = {2340-1079},
publisher = {IATED},
location = {Valencia, Spain},
month = {10-12 March, 2014},
year = {2014},
pages = {3086-3094}}
TY - CONF
AU - P. Lopes AU - M. Varela
TI - GLOBAL UNIVERSITY ENVIRONMENT – WHICH MARKETING STRATEGIES?
SN - 978-84-616-8412-0/2340-1079
PY - 2014
Y1 - 10-12 March, 2014
CI - Valencia, Spain
JO - 8th International Technology, Education and Development Conference
JA - INTED2014 Proceedings
SP - 3086
EP - 3094
ER -
P. Lopes, M. Varela (2014) GLOBAL UNIVERSITY ENVIRONMENT – WHICH MARKETING STRATEGIES?, INTED2014 Proceedings, pp. 3086-3094.
User:
Pass: