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Universities and marketing mass communication in Italy

Boffo, Stefano (2004) Universities and marketing mass communication in Italy. Higher Education Policy, Vol. 17 (4), p. 371-381. eISSN 1740-3863. Article.

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DOI: 10.1057/palgrave.hep.8300063

Abstract

Marketing mass communication is a quite recent reality of Italian (mainly public) university system. Up to the last decade, these institutions had a certain reluctance to use marketing in order to raise funds and acquire students. The change was made possible through a variety of factors, among which the extension of mass university, a higher competition among institution, the budget restraints and a stronger economic pressure of the State. Uni.com, a survey analysing the communication campaign of Italian universities in academic year 2000-2001, shows that Italian higher education institution have developed massively PR, communication and marketing activities. Although some aspects of market logic have broken into the world of academia, the survey highlights that activities are mostly limited to the organization of events and that the 'metabolization' of a competitive function of communication will be rather long and quite likely difficult.

Item Type:Article
ID Code:2836
Status:Published
Refereed:Yes
Uncontrolled Keywords:Higher education, Italy, marketing, institutional reform, student demand
Subjects:Area 14 - Scienze politiche e sociali > SPS/08 Sociologia dei processi culturali e comunicativi
Divisions:001 Università di Sassari > 01 Dipartimenti > Economia, istituzioni e società
Publisher:Palgrave Macmillan
eISSN:1740-3863
Deposited On:26 Aug 2009 12:01

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