publication . Article . 2014

Communication 2.0, visibility and interactivity: fundaments of corporate image of Public Universities in Madrid on YouTube

Open Access English
  • Published: 01 Oct 2014 Journal: Fonseca: Journal of Communication (issn: 2172-9077, Copyright policy)
  • Publisher: Ediciones Universidad de Salamanca
In recent years, marketing in Higher Education has been growing interest not only for its economic and commercial value but for its strategic and promotion, training and strengthening the brand communication "University". The platform YouTube has positioned itself as an audiovisual medium of reference in which the user decides what content you want to see, where and when. The objectives of this research are to analyze the audiovisual institutional advertising of the Public Universities of Madrid and verify the adequacy of YouTube as a communication from these Universities. Degrees adapted to the European Higher Education Area (EHEA) and modern installations make...
free text keywords: Publicidad Institucional, YouTube, Universidades Públicas de Madrid, Espacio Europeo de Educación Superior (EEES), Communication. Mass media, P87-96
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