La comunicación integrada de marketing (CIM) en la educacion superior (ES) en tiempos de pandemia
Palabras clave:
Comunicación integrada de marketing (CIM), marketing en la educación superior (MES), educación superior (ES), pandemia, sector serviciosResumen
El artículo presenta la evolución de la comunicación integrada de marketing (CIM) desde sus inicios hacia un concepto que, tras adaptarse al ecosistema de marketing y comunicación actual, incluye estrategias digitales. Se pretende aplicar y adaptar la CIM al sector servicios y, más en concreto, al sector de la educación superior (ES), que ha sido escasamente estudiado hasta la fecha. El actual contexto sugiere también tener en cuenta la pandemia debida al COVID-19 y las posibles implicaciones que esta ha generado en el marketing de la educación superior (MES). La metodología seguida ha sido la de la revisión sistemática de la literatura sobre CIM en la ES. Las conclusiones de esta investigación indican que se requiere seguir investigando en materia de CIM aplicada al sector de la ES, ya que los beneficios generados pueden ser muy interesantes para las estrategias llevadas a cabo en el MES. A su vez, la originalidad del presente manuscrito reside en que se pretende mostrar el escenario actual del MES en la ES, en tiempos de pandemia y bajo el paraguas del enfoque CIM. Se centra en la interactividad como dimensión clave en las estrategias CIM y en el sector de la ES. Asimismo, se enfatiza la relevancia de la interacción con objeto de fidelizar a la audiencia en escenarios globales como la COVID-19.
Descargas
Referencias
Ahmad, N. S., Musa, R., y Harun, M. H. M. (2016): The impact of social media content marketing (SMCM) towards brand health. Procedia Economics and Finance, nº 37, pp. 331-336. https://doi.org/10.1016/S2212-5671(16)30133-2
Alcaide-Pulido, P., Alves, H., y Gutiérrez-Villar, B. (2017): Development of a model to analyze HEI image: A case based on a private and a public university. Journal of Marketing for Higher Education, vol. 27, nº 2, pp. 162. https://doi.org/10.1080/08841241.2017.1388330
Allsop, D. T., Bassett, B. R., y Hoskins, J. A. (2007): Word-of-mouth research: Principles and applications. Journal of Advertising Research, vol. 47, nº 4, pp. 398-411. https://doi.org/10.2501/S0021849907070419
Aspara, J., Aula, H., Tienari, J., y Tikkanen, H. (2014): Struggles in organizational attempts to adopt new branding logics: The case of a marketizing university. Consumption Markets y Culture, vol. 17, nº 6, pp. 522-552. https://doi.org/10.1080/10253866.2013.876347
Bacile, T. J., Ye, C., y Swilley, E. (2014): From firm-controlled to consumer-contributed: Consumer co-production of personal media marketing communication. Journal of Interactive Marketing, vol. 28, nº 2, pp. 117-33. https://doi.org/10.1016/j.intmar.2013.12.001
Binsardi, A., y Ekwulugo, F. (2003): International marketing of british education: Research on the students' perception and the UK market penetration. Marketing Intelligence y Planning, vol. 21, nº 5, pp. 318-327. https://doi.org/10.1108/02634500310490265
Butkouskaya, V., Llonch-Andreu, J., y Alarcón-Del-Amo, M. (2019): Strategic antecedents and organisational consequences of IMC in different economy types. Journal of Marketing Communications, 1-22.
Cao, X., Zhang, Y., Feng, X., y Meng, X. (2020): Investor interaction and price efficiency: Evidence from social media. Finance Research Letters, 101747. https://doi.org/10.1016/j.frl.2020.101747
Caywood, C., Schultz, D., y Wang, P. (1991): Integrated marketing communication: A survey of national consumer goods. Northwestern University: Evanston, IL: Department of Integrated Marketing Communication.
Christensen, C.50 por cien of US universities will be bankrupt in 10-15 years. Paper presented at the Innovation + Disruption Symposium in Higher Education,
Chu Abdullah, S. A., y Bin Mohamad, M. Y.Integrated marketing communication (IMC): A study of selected malaysian institutions of higher education (IHEs). Paper presented at the International Conference on Multidisciplinary Researchynbsp;
Clark, M., Fine, M. B., y Scheuer, C. (2017): Relationship quality in higher education marketing: The role of social media engagement. Journal of Marketing for Higher Education, vol. 27, nº 1, pp. 40-58. https://doi.org/10.1080/08841241.2016.1269036
Daszkiewicz, M., y Pukas, A. (2016): Integrated marketing communication - towards a holistic concept https://doi.org/10.15611/noz.2016.3.02
Duncan, T. R., y Moriarty, S. (1998): A communication-based marketing model for managing relationships. Journal of Marketing, vol. 62, nº 2, pp. 1-13. https://doi.org/10.1177/002224299806200201
Duncan, T., y Caywood, C. (1996): The concept, process, and evolution of integrated
marketing communications. In E. Thorson, y J. Moore (Eds.), Integrated communication: Synergy of persuasive voices (pp. 13-34). Mahwah, NJ: Lawrence Erlbaum,.
Duncan, T. (1994): New sides of IMC. In F. Corrine, y K. Lisa (Eds.), Marketitig communication strategies fodav and tomorrow: Integration, allocation, and interactive technologies (pp. Marketing Science Institute Report nº. 94-109). Cambridge, MA: Marketing Science Institute.
Duncan, T., and S.E. Moriarty. 2006. How integrated marketing communication's 'touchpoints' can operationalize the service-dominant logic. In The service-dominant logic of marketing: Dialog, debate, and directions, ed. R.F. Lusch and S.L. Vargo, pp. 236-249. London: Routledge.
Eagle, L., y Brennan, R. (2007): Are students customers? TQM and marketing perspectives. Quality Assurance in Education, vol. 15, nº 1, pp. 44-60. https://doi.org/10.1108/09684880710723025
Edmiston-Strasser, D. M. (2009): An examination of integrated marketing communication in U.S. public institutions of higher education. Journal of Marketing for Higher Education, vol. 19, nº 2, pp. 142-165. https://doi.org/10.1080/08841240903423166
Elken, M. (2019): Marketing in higher education. Encyclopedia of international higher education systems and institutions (pp. 1-5). Dordrecht: Springer Netherlands. doi:10.1007/978-94-017-9553-1_569-1 Retrieved from https://doi.org/10.1007/978-94-017-9553-1_569-1
Estaswara, H. (2016): Integrated marketing communications (imc) in higher education in indonesia. Polish Journal of Management Studies, vol. 14, nº 1, pp. 74-83. https://doi.org/10.17512/pjms.2016.14.1.07
Foskett, N. H. (2011): Markets, government, funding and the marketisation of UK higher education, In M. Molesworth, R. Scullion y E. Nixon (Eds.), The marketisation of higher education and the student consumer (pp. 25-38). Abingdon: Routledge.
Gibbs, P. (2011): An aristotelian model for ethical higher education marketing. Journal of Marketing for Higher Education, vol. 21, nº 2, pp. 203-214. https://doi.org/10.1080/08841241.2011.623732
Gordon-Isasi, J., Narvaiza, L., y Gibaja, J. J. (2020): Revisiting integrated marketing communication (IMC): A scale to assess IMC in higher education (HE). Journal of Marketing for Higher Education, 1-33. https://doi.org/10.1080/08841241.2020.1758283
Hayes, T. (2007): Delphi study of the future of marketing of higher education. Journal of Business Research, vol. 60, nº 9, pp. 927-931. https://doi.org/10.1016/j.jbusres.2006.12.009
Hemsley‐Brown, J., y Oplatka, I. (2006): Universities in a competitive global marketplace. International Journal of Public Sector Management, vol. 19, nº 4, pp. 316-338. https://doi.org/10.1108/09513550610669176
Hemsley-Brown, J., y Goonawardana, S. (2007): Brand harmonization in the international higher education market. Journal of Business Research, vol. 60, nº 9, pp. 948. https://doi.org/10.1016/j.jbusres.2007.01.019
Hemsley-Brown, J. (2016): Exploring brand identity, meaning, image, and reputation (BIMIR) in higher education. Journal of Business Research, vol. 69, nº 8, pp. 3019-3022. Retrieved from http://www.econis.eu/PPNSET?PPN=863737994 https://doi.org/10.1016/j.jbusres.2016.01.016
Hernández, J. y Pérez, J. A. (2017): A UN1VERSIDAD ESPAÑOLA 3N CIFR4S [Spanish University in figures] Retrieved from CRUE website: http://www.crue.org/SitePages/La-Universidad-Espa por cienC3 por cienB1ola-en-Cifras.aspx
Ismail, S. Z., Heng, K. T., Mohamed, F. M., y Anwar, H. (2017): Integrated marketing communication in the era of online environment. International Journal of Business and Management Invention, vol. 6, nº 12, pp. 12-14.
Kerr, G., y Kelly, L. (2017): IMC education and digital disruption. European Journal of Marketing, 51(3), 406-420. Retrieved from Permanent link to this document: https://doi.org/10.1108/EJM-08-2015-0603
Kerr, G., Schultz, D., Patti, C., y Kim, I. (2008): An inside-out approach to integrated marketing communication. International Journal of Advertising, vol. 27, nº 4, pp 511. https://doi.org/10.2501/S0265048708080098
Kitchen, P. J. (2017a): Guest editorial. European Journal of Marketing, vol. 51, nº 3, pp. 394-405. https://doi.org/10.1108/EJM-06-2016-0362
Kitchen, P. J. (2017b): Guest editorial. European Journal of Marketing, vol. 51, nº 3, pp. 394-405. https://doi.org/10.1108/EJM-06-2016-0362
Kliatchko, J. (2005): Towards a new definition of integrated marketing communications. International Journal of Advertising, vol. 24, nº 1, pp. 7. Retrieved from http://search.proquest.com/docview/231107477 https://doi.org/10.1080/02650487.2005.11072902
Kliatchko, J. (2008): Revisiting the IMC construct. International Journal of Advertising, vol. 27, nº 1, pp. 133. https://doi.org/10.1080/02650487.2008.11073043
Kliatchko, J., y Schultz, D. E. (2014): Twenty years of IMC. International Journal of Advertising, vol. 33, nº 2, pp. 373. https://doi.org/10.2501/IJA-33-2-373-390
Litten, L. H. (1980): Marketing higher education: Benefits and risks for the american academic system. The Journal of Higher Education, vol. 51, nº 1, pp. 40-59. https://doi.org/10.2307/1981124
Luxton, S., Reid, M., y Mavondo, F. (2017): IMC capability: Antecedents and implications for brand performance. European Journal of Marketing, vol. 51, nº 3, pp. 421-444. https://doi.org/10.1108/EJM-08-2015-0583
Manoli, A. E., y Hodgkinson, I. R. (2019): The implementation of integrated marketing communication (IMC): Evidence from professional football clubs in england. Journal of Strategic Marketing, vol. 28, nº 6, pp. 1-22. https://doi.org/10.1080/0965254X.2019.1593225
Maringe, F. (2010): The meanings of globalization and internationalization in HE: Findings from a world survey., pp. 17-34. https://doi.org/10.5040/9781350091122.ch-0002
Marinoni, G., van't Land, H. y Jensen, T. (2020): The impact of covid-19 on higher education around the world. International Association of Universities (IAU). Global Survey Report ISBN: 978-92-9002-212-1
Marketing Science Institute (2016): Marketing Institute of Science. 2016-2018 Research Priorities. RP7: Developing and Delivering Fully Integrated Marketing Programs. Retrieved from: https://www.msi.org/research/2014-2016-research-priorities/
Marketing Science Institute (2018): Research Priorities 2018-2020. Cambridge, Mass.: Marketing Science Institute.
Marketing Science Institute (2020): Marketing Institute of Science. Marketing Topics. Priority Topics. The Rise of Omnichannel Promotion and Distribution. Retrieved from: https://www.msi.org/topics/the-rise-of-omnichannel-promotion-and-distribution/
McGregor, P., Thanki, R., y McKee, P. (2002): Home and away: Graduate experience from a regional perspective. Applied Economics, vol. 34, nº 2, pp. 219-230. https://doi.org/10.1080/00036840011028594
Molesworth, M., Nixon, E., y Scullion, R. (2009): Having, being and higher education: The marketisation of the university and the transformation of the student into consumer. Teaching in Higher Education, vol. 14, nº 3, pp. 277-287. https://doi.org/10.1080/13562510902898841
Moriarty, S. E., y Schultz, D. E. (2012): Four theories of how IMC works. in advertising theory, ed. S. rodgers and E. thorson, 491505. New York: Routledge.
Müller, J., y Christandl, F. (2019): Content is king - but who is the king of kings? the effect of content marketing, sponsored content y user-generated content on brand responses. Computers in Human Behavior, 96, 46-55. https://doi.org/10.1016/j.chb.2019.02.006
Nicolescu, L. (2009): Applying marketing to higher education: Scope and limits. Management y Marketing, vol. 4, nº 2 Summer, Retrieved from https://www.openaire.eu/search/publication?articleId=od_______645::52bc93732a4be19e8c6455a9e4e96fae
Nowak, G. J., y Phelps, J. (1994): Conceptualizing the integrated marketing communications' phenomenon: An examination of its impact on advertising practices and its implications for advertising research. Journal of Current Issues y Research in Advertising, vol. 16, nº 1, pp. 49-66. https://doi.org/10.1080/10641734.1994.10505012
Parahoo, S. K., Santally, M. I., Rajabalee, Y., y Harvey, H. L. (2016): Designing a predictive model of student satisfaction in online learning. Journal of Marketing for Higher Education, vol. 26, nº 1, pp. 1-19. https://doi.org/10.1080/08841241.2015.1083511
Patti, C. H., Hartley, S. W., van Dessel, M. M., y Baack, D. W. (2017): Improving integrated marketing communications practices: A comparison of objectives and results. Journal of Marketing Communications, vol. 23, nº 4, pp. 351-20. https://doi.org/10.1080/13527266.2015.1027251
Percy, L. (2008): Strategic integrated marketing communications: Theory and practice. Burlington: Taylor y Francis Group. https://doi.org/10.4324/9780080878294
Porcu, L., del Barrio-García, S., y Kitchen, P. (2012): How integrated marketing communications (IMC) works? A theoretical review and an analysis of its main drivers and effects. Communication y Society, vol. 25, nº 1, pp. 313-348. https://doi.org/10.1080/10496491003595726
Porcu, L., Del Barrio-García, S., Rodríguez-Priego, N., y Crespo-Almendros. (2012): Higher education institutions (HEIs) and integrated marketing communications (IMC): An odd couple. Paper presented at the 6th International Technology. Education and Development Conference. [Google Scholar]
Porcu, L., Del Barrio-García, S., y Kitchen, P. (2017): Measuring integrated marketing communication by taking a broad organisational approach: The firm-wide IMC scale. European Journal of Marketing, https://doi.org/10.1108/EJM-08-2015-0587
Porcu, L., del Barrio-García, S., Alcántara-Pilar, J. M., y Crespo-Almendros, E. (2019): Analyzing the influence of firm-wide integrated marketing communication on market performance in the hospitality industry. International Journal of Hospitality Management, nº 80, pp. 13-24. https://doi.org/10.1016/j.ijhm.2019.01.008
Ramachandran, N. T. (2010): Marketing framework in higher education. International Journal of Educational Management, vol. 24, nº 6, pp. 544-556. https://doi.org/10.1108/09513541011067700
Reid, M. (2005): Performance auditing of integrated marketing communication (IMC) actions and outcomes. Journal of Advertising, vol. 34, nº 4, pp. 41-54. Retrieved from http://www.jstor.org/stable/4189318 https://doi.org/10.1080/00913367.2005.10639208
Rutter, R., Lettice, F., y Nadeau, J. (2017): Brand personality in higher education: Anthropomorphized university marketing communications. Journal of Marketing for Higher Education, vol. 27, nº 1, pp. 19-21. https://doi.org/10.1080/08841241.2016.1213346
Saunders, D. B. (2015): They do not buy it: Exploring the extent to which entering first-year students view themselves as customers. Journal of Marketing for Higher Education, vol. 25, nº 1, Retrieved from https://doi.org/10.1080/08841241.2014.969798
Schultz, D. E. (1991): Integrated marketing communications: The status of integrated marketing communications programs in the US. Journal of Promotion Management, vol. 1, nº 1, pp. 99-104. https://doi.org/10.1300/J057v01n01_07
Schultz, D., y Schultz, H. (1998): Transitioning marketing communication into the twenty-first century. Journal of Marketing Communications, vol. 4, nº 1, pp. 9-26. https://doi.org/10.1080/135272698345852
Schultz, D., y Schultz, H. (2003): IMC, the next generation: Five steps for delivering value and measuring financial returns
Schultz, D. E., y Patti, C. H. (2009): The evolution of IMC: IMC in a customer-driven marketplace. Journal of Marketing Communications, vol. 15, nº 2-3, pp. 75-84. https://doi.org/10.1080/13527260902757480
Šerić, M. y Gil-Saura, I. (2012): ICT, IMC, and Brand Equity in HighQuality Hotels of Dalmatia: An Analysis From Guest Perceptions, Journal of Hospitality Marketing y Management, 21:8, 821-851, https://doi.org/10.1080/19368623.2012.633211
Šerić, M. (2016): Content analysis of the empirical research on IMC from 2000 to 2015. Journal of Marketing Communications, pp. 1-39. https://doi.org/10.1080/13527266.2016.1184708
Šerić, M. (2017): Relationships between social web, IMC and overall brand equity: An empirical examination from the cross-cultural perspective. European Journal of Marketing, vol. 51, nº 3, Retrieved from https://doi.org/10.1108/EJM-08-2015-0613
Šeric, M., Gil-Saura, I., y Ozretić-Došen, Đ. (2015): Insights on integrated marketing communications: Implementation and impact in hotel companies. Int J Contemp Hospitality Mngt, vol. 27, nº 5, pp. 958-979. https://doi.org/10.1108/IJCHM-12-2013-0568
Syahputra. (2012): Integrated marketing communications and marketing performances of small medium-sized enterprises (A study on food and beverages SMEs, northern malaysia). Retrieved from http://etd.uum.edu.my/3216/
Taylor, C. R. (2010): Integrated marketing communications in 2010 and beyond. International Journal of Advertising: The Review of Marketing Communications, vol. 29, nº 2, pp. 161-164. Retrieved from https://doi.org/10.2501/S0265048710201105
Temple, P., y Shattock, M. (2007): What does ''branding'' mean in higher education? In B. Stensaker, y V. D'Andrea (Eds.), Branding in higher education. exploring an emerging phenomenon (pp. 73-82) EAIR Series Research, Policy and Practice in Higher Education.
Todd, S., Barnoff, L., Moffatt, K., Panitch, M., Parada, H., y Strumm, B. (2017): A social work re-reading of students as consumers. Social Work Education, vol. 36, nº 5, pp. 542-556. https://doi.org/10.1080/02615479.2016.1225712
Veloutsou, C., Paton, A., y Lewis, J. (2005): Consultation and reliability of information sources pertaining to university selection: Some questions answered? International Journal of Educational Management, vol. 19, nº 4, pp. 279-291. https://doi.org/10.1108/09513540510599617
Vollero, A., Schultz, D. E., y Siano, A. (2019): IMC in digitally-empowering contexts: The emerging role of negotiated brands. International Journal of Advertising, vol. 38, nº 3, pp. 428-449. https://doi.org/10.1080/02650487.2018.1535221
William A. Cook. (2004): Editorial: IMC's fuzzy picture. Journal of Advertising Research, vol. 44, nº 1, pp. 1-2. https://doi.org/10.1017/S0021849904040218
Descargas
Publicado
Número
Sección
Licencia
- Los autores/as conservarán sus derechos de autor y garantizarán a la revista el derecho de primera publicación de su obra, el cuál estará simultáneamente sujeto a la Licencia de reconocimiento de Creative Commons que permite a terceros compartir la obra siempre que se indique su autor y su primera publicación esta revista.
- Los autores/as podrán adoptar otros acuerdos de licencia no exclusiva de distribución de la versión de la obra publicada (p. ej.: depositarla en un archivo telemático institucional o publicarla en un volumen monográfico) siempre que se indique la publicación inicial en esta revista.
- Se permite y recomienda a los autores/as difundir su obra a través de Internet (p. ej.: en archivos telemáticos institucionales o en su página web) antes y durante el proceso de envío, lo cual puede producir intercambios interesantes y aumentar las citas de la obra publicada. (Véase El efecto del acceso abierto).
La Revista de Estudios Empresariales. Segunda Época, utiliza PKP Preservation Network (PN).
