走出危机:大学可持续发展的营销传播

Q3 Social Sciences Innovar Pub Date : 2022-12-21 DOI:10.15446/innovar.v33n87.105512
Sergio Andrés Osuna Ramírez, Manuela Escobar Sierra
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引用次数: 1

摘要

高等教育机构,特别是在大流行病危机期间,面临着设计可持续竞争优势战略以吸引和留住学生的挑战。然而,由于构建可持续品牌需要成功地建立其合法性,因此必须通过使用合适的传播渠道(例如社交网络)来适当地呈现可持续信息,这些渠道吸引了年轻一代的学生,并成为禁闭期间与他们沟通的唯一形式。因此,本文调查如果哥伦比亚heis有效地使用营销传播工具,告知他们的可持续发展战略。为此,最初采用混合方法对“大学可持续性”和“市场营销”这两个术语进行了文献综述。然后,在十个月的时间里,研究人员利用网络抓取技术对Medellín市(哥伦比亚)五个私人heis发布的Facebook®消息进行了探索性分析。最后,通过Python编程语言,采用检验的方法总结数据,发现隐藏的关系,并进行预测。尽管有良好的意图和合理的努力,结果表明,他们似乎没有一个系统的战略来沟通可持续性问题。相反,它们给人的印象是主要从经济角度来管理可持续性问题。因此,大学对提高机构声誉和提高学生留存率的可持续实践的交流似乎仍然是零星和不足的。
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Getting Past the Crisis: Marketing Communication of University Sustainability
Higher education institutions (heis), especially during the pandemic crisis, have faced the challenge of designing a sustainable competitive advantage strategy to attract and retain students. However, since constructing a sustainable brand requires successfully building its legitimacy, sustainability messages must be presented appropriately by using suitable communication channels, such as social networks, that attract younger generations of students and become the only form to communicate with them during the confinement. Hence, this paper investigates if Colombian heis effectively use marketing communication tools to inform their sustainability strategies. For this purpose, a literature review of the terms “university sustainability” and “marketing” was initially conducted, applying a mixed-methods approach. Then, an exploratory analysis with the web scraping technique that considered Facebook® messages posted by five private heis in Medellín city (Colombia) was developed during a ten-month period. Finally, an examination approach was applied to summarize data, find hidden relationships, and make predictions through Python programming language. Despite good intentions and reasonable efforts, results indicate that heis do not seem to have a systematic strategy for communicating sustainability issues. Instead, they give the impression of managing sustainability issues mainly from an economic point of view. As a result, universities’ communication of sustainable practices that enhance institutional reputation and increase student retention still appears to be sporadic and insufficient.
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来源期刊
Innovar
Innovar Social Sciences-Sociology and Political Science
CiteScore
1.40
自引率
0.00%
发文量
16
审稿时长
53 weeks
期刊介绍: INNOVAR is a journal that publishes top research in organizations from social sciences and other fields. Its target is composed by professionals and scholars. INNOVAR is indexed in recognized international databases as Scopus. In light of its quality and visibility, in Colombia INNOVAR have the highest category in the National Bibliographic Index of Colombian scientific and technological publications (A1). INNOVAR publishes original works, result of rigorous research, from different approaches in social and management sciences, without biases to certain methodological perspectives.
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