文章基本信息

标题：La comunicación institucional en la gestión universitaria: estudio aplicado a la captación de estudiantes
本地全文：下载
作者：Eva Martin-Fuentes ; Natalia Daries-Ramón ; Eduard Cristóbal Fransi 等
期刊名称：Historia y Comunicación Social
印刷版ISSN：1137-0734
电子版ISSN：1988-3056
出版年度：2014
卷号：19
期号：0
页码：591-604
DOI：10.5209/rev_HICS.2014.v19.45051
语种：Spanish
出版社：Servicio de Publicaciones de la Universidad Complutense
摘要：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.
其他摘要：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.
关键词：communication campaign;institutional advertising;media plan;consumer behavior;integrated communication;campaña de comunicación;publicidad institucional;plan de medios;comportamiento del consumidor;comunicación integrada
其他关键词：communication campaign; institutional advertising; media plan; consumer behavior; integrated communication