Universities and Marketing Mass Communication in Italy

Autor/in	Boffo, Stefano
Titel	Universities and Marketing Mass Communication in Italy
Quelle	In: Higher Education Policy, 17 (2004) 4, S.371-381 (11 Seiten)Infoseite zur Zeitschrift PDF als Volltext Verfügbarkeit
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	0952-8733
Schlagwörter	Foreign Countries; Marketing; Higher Education; Mass Media; Surveys; Universities; Competition; Public Relations; Italy + Suchen Sie Ihr Suchwort? Ausland; Hochschulbildung; Hochschulsystem; Hochschulwesen; Massenmedien; Survey; Umfrage; Befragung; University; Universität; Wettkampf; Public relation work; Öffentlichkeitsarbeit; Italien
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. (Author).
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Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2017/4/10