Strategic Communication Based on Marketing at Educational Institutions
Journal Title: Revista CEA - Year 2021, Vol 7, Issue 13
Abstract
The administrative and academic management of educational organizations has made progress in the understanding of certain communicational aspects that produce engagement. This study compares trends in communication practices and marketing strategies used by several private higher education institutions (HEIs) in Medellín, Colombia. For this analysis, we conducted a literature review divided into two stages: first, we used some academic databases; and, second, we analyzed the digital platforms of the institutions studied here. The results indicate that these organizations require communication skills that enable them to have a close contact with their audience and break the barriers of distance. Therefore, they should develop marketing strategies connected to their organizational plans for adequate decision-making. We conclude that their marketing communication actions should be more strategic and stress differentiating factors in their academic programs. Likewise, their programs should be adjusted to the needs of the productive sector and society in order to be competitive.
Authors and Affiliations
Nancy Grajales-Montoya, Ledy Gómez-Bayona, Bladimir Coronado-Ríos,
Keywords
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- EP ID EP697626
- DOI doi.org/10.22430/24223182.1684
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