University Marketing – Innovative Communication for Effective Inter/national Survival
Journal Title: ESSACHESS - Journal for Communication Studies - Year 2010, Vol 3, Issue 1
Abstract
Positioning of universities on the different educational markets is critical for academic survival, role definition and status clarification on the present education markets. The latter are defined by the globalization of educational services, an increased number of players and their almost fierce competition to attract students and funding. The ever increasing competitiveness all over the world, the new missions that universities have to assume due to pressures from stakeholders, and also from global processes (among which demographics and technology are ever more uncomfortable) are important issues that call for a clear organisational communication, as well as for an effective interorganisations information exchange. The present paper explores the importance of identity building for a coherent communication process meant to ensure the adaptability of a Romanian university to the needs of both its Romanian public, and also to those of an international audience. The case study under discussion is The Bucharest Academy of Economic Studies (BAES), its identity, vision and mission and strategies development. The analysis of the identity building process in the BAES starts from the definition of the university as a “research and teaching university which organises higher and scientific preparation in the area of economic and administrative studiesâ€, as approved by the Senate in 2007 (www.ase.ro). As an important dimension of the identity building process refers to its reception by the public involved, a questionnaire was given to a number of staff and students. The findings of this questionnaire, as well as several opinions verbalised during formal and informal meetings and personal conversations are included in this study.
Authors and Affiliations
Mariana NICOLAE| Professeur des universités docteur, Vice-doyen, Académie d’Etudes Economiques, Roxana MARINESCU| Chargée de cours docteur, Académie d’Etudes Economiques
Keywords
Related Articles
- EP ID EP9051
- DOI -
- Views 366
- Downloads 27
Investigating the taste in the city : Très très bon, gourmet stroll in Paris
In this paper, will be examined the potential of television regarding the representation of food and taste. The analysis focuses on a particular TV show, Très très bon, a weekend program broadcast on the channel Pari...
About representations of Greek Diaspora on the Internet: What kind of mediation device(s)?
This paper examines a set of websites of Greek Diaspora in the United States and Canada. These media offer a linear communication mode. The promotion of an ecumenical Hellenism is in the heart of their message. How...
Muslim women representations in the daily newspaper La Libre Belgique
This contribution explains the discursive modalities, which offer a media visibility of Muslim women in the daily newspaper La Libre Belgique. The analysis examines the newspaper’s material devices such as the creati...
Expressive violence: the performative effects of subversive participatory media uses
This article discusses the communication strategies employed by 8 school shooters who used participatory media to frame their acts as well as their identity. By resorting to content analysis of 78 self-produced videos...
The local community development and the community-based tourism : a comparative conceptual analysis
According to the authors of this paper, mass tourism does not generate the development of local communities but rather their devitalization. This paper presents a cross-literature survey on community-based tourism...