La  comunicación integrada de marketing (CIM) en la educacion superior (ES) en tiempos de pandemia

Isasi, Janire Gordon; Cantín, Lorea Narvaiza; Martíns, Juan José Gibaja

doi:10.17561/ree.v2020n2.4

Cited by 3 publications

(2 citation statements)

References 62 publications

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“…These workshops are aimed at orienting potential clients about the educational options available, the benefits of studying at the institution, and the skills necessary for academic and professional success. According to several studies, these types of activities contribute to improving customer perception and satisfaction regarding the quality of the educational service (Sanz Del Vecchio, D. et al, 2017;Gordon Isasi, J. et al, 2020).…”

Section: Educational Marketing Planmentioning

confidence: 99%

Educational marketing for high schools

Lazcano-Cortés

2023

JBAB

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Educational marketing is a key tool for institutional positioning and attracting new students in upper secondary schools. In addition, it allows the offering of quality services adapted to the educational needs of students and potential applicants. The objective of this study was to design an educational marketing plan for this educational level, using a mixed research approach. Systematic, empirical, and critical processes were applied, as well as quantitative and qualitative data analysis. The data collection instruments were addressed to the target population, that is, third-grade students from seven secondary schools in the city of Tulancingo, Hidalgo, and their parents. Based on the results obtained, positioning, loyalty, and attention strategies were proposed for the applicants and the students of the campus where the research was carried out. These strategies can be used by other educational institutions of the same level.

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Section: Educational Marketing Planmentioning

confidence: 99%

Educational marketing for high schools

Lazcano-Cortés

2023

JBAB

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“…Los problemas organizacionales que necesitan ser diagnosticados o incluso comunicados estratégicamente dentro de la empresa incluyen conflictos entre los equipos operativos y los gerentes administrativos, cuando el personal en algunas áreas cambia constantemente, así como la falta de control y responsabilidad en el desarrollo funcional, problemas en la gestión cruzada y comunicación funcional con empleados que no cooperan, [2]. Algunos autores señalan que es aconsejable empezar a comunicarse con sus colaboradores de la organización, [3]. La sostenibilidad no es sólo una práctica empresarial proactiva, es lo que los consumidores más inteligentes quieren, eligen y priorizan en sus decisiones, [4].…”

Section: Introductionunclassified

Programa de comunicación interna para el clima laboral en una red asistencial de salud del Perú

Medina-Pariente,

Oyola-Cortez,

Heredia-Llatas

2024

AiBi Revista de Investigación, Administración e Ingeniería

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Las organizaciones públicas están sujetas cada vez más a una exigencia de parte de la ciudadanía, por lo cual, el objetivo de la presente investigación es proponer un programa de operabilidad de comunicación interna para el personal de una red asistencial de Perú. La investigación es de carácter cuantitativa descriptiva, muestreo probabilístico de tipo aleatorio simple, con una muestra poblacional de 67 servidores; se utilizó la encuesta como técnica y como instrumento el cuestionario de clima laboral y comunicación interna. Los instrumentos obtuvieron una alta confiablidad a través del coeficiente de Alfa de Cronbach con un 0.87 para la comunicación interna y 0.86 para el clima laboral. De los resultados, la comunicación interna es percibida con un 62.7 % de nivel regular, es decir esta variable necesita ser fortalecida entre los colaboradores para mantenerlos informados y lograr los objetivos de la institución sobre todo en la dimensión de comunicación vertical descendente al existir barreras de comunicación; mientras tanto, el clima laboral es percibida en un nivel por mejorar (52.23 %), ya que un buen grupo de trabajadores aún les falta sentirse comprometidos con el éxito de la institución. Por tal motivo, se propone un programa de operabilidad para que se fortalezca la gestión de comunicación interna y mejore el clima laboral, siendo validado por el método de Delphi con una escala de valoración alta, concluyendo que la propuesta es conveniente para su aplicación.

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Mapping the literature of integrated marketing communications: A scientometric analysis using CiteSpace

Danko

Chen

et al. 2022

Innovative Marketing

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Integrated marketing communication (IMC) is an effective marketing practice in the age of social media. IMC builds customer relationships and enhances brand value by integrating information from multiple channels and strengthening user interaction. The purpose of this study is to present the development process, current hotspots, and future trends of IMC research. Moreover, it explores the characteristics and patterns of IMC research. First, this paper shows the annual literature volume, leading countries, journals, and authors in IMC research through bibliometrics. Then, five hot research topics are identified through keyword co-occurrence analysis, namely IMC theory and models, brand communication, media research, customer research, and marketing strategy. From 1991 to 2020, IMC research is divided into five phases, each of which is related to the enhancement of user interaction. Future IMC research will continue to be user-centered, and IMC research will continue with social media and branding, as well as research on other topics that can further enhance user interactions. This paper also finds that the characteristics of the concept of IMC itself lead to a constant renewal of its connotations, which is one of the reasons why scholars cannot reach a consensus on the concept of IMC. AcknowledgmentsWe thank Associate Professor Zhenkun Cui of Henan Institute of Science and Technology for his valuable comments during the writing and revision of this paper. The following research projects supported this study: (1) Henan Provincial University Humanities and Social Sciences Research Project No.2022-ZDJH-0099; (2) Henan Provincial University Humanities and Social Sciences Research Project No.2022-ZZJH-158; (3) Henan Province Social Science Planning Project No. 2021BZZ004; and (4) Xinxiang Social Science Federation Research Project No. 2021-167.

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La comunicación integrada de marketing (CIM) en la educacion superior (ES) en tiempos de pandemia

Cited by 3 publications

References 62 publications

Educational marketing for high schools

Educational marketing for high schools

Programa de comunicación interna para el clima laboral en una red asistencial de salud del Perú

Mapping the literature of integrated marketing communications: A scientometric analysis using CiteSpace

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