Integrated marketing communication (IMC) in higher education (HE) in pandemic times
Keywords:
integrated marketing communication (IMC), higher education marketing (HEM), higher education (HE), pandemic, service sectorAbstract
The article presents the evolution of integrated marketing communication (IMC) from its beginnings towards a concept that, after adapting to the current marketing and communication ecosystem, includes digital strategies. It is intended to apply and adapt the IMC to the service sector and more specifically, to the higher education (HE) sector that has been scarcely studied to date. The current context also suggests taking into account the pandemic due to COVID-19 and the possible implications it has generated in the higher education marketing (HEM). The methodology followed has been a systematic literature review on IMC in HE. The conclusions of this research indicate that further research on IMC applied to the HE sector is required, since the benefits generated can be very interesting for the strategies carried out in the HEM. In turn, the originality of this manuscript resides in the fact that it is intended to show the current HEM scenario in the HE, in times of pandemic and under the umbrella of the IMC approach. It focuses on interactivity as a key dimension in IMC strategies and in the HE sector. Likewise, the relevance of interaction is emphasized in order to foster durable relationships with the audience under the impact of global issues such as COVID-19.
Downloads
References
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
Downloads
Published
Issue
Section
License
- Authors maintain the copyright, but they guarantee the journal its right for publication, that is under Creative Commons Licence, permitting others share the work, whereas clearly indicating the author and the first publication of the journal.
- Authors could adopt non-exclusive licence agreements for delivering the published version, whereas clearly indicating the first publishing in Revista de Estudios Empresariales. Second Era.
- Authors are encouraged to spread their works through Internet before and during the sending process, in order to make interesting scientific discussions that could increase the cites of the published work (Open Citation Project).
Revista de Estudios Empresariales. Second Era, uses PKP Preservation Network (PN).
