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Advisor(s)
Abstract(s)
Changes in the Higher Education (HE) paradigm in Portugal, have
made the sector competitive where different Higher Education Institutions
(HEI) adapt marketing strategies to foster their education offer and differentiation
factors in order to attract and maintain a higher number of students. With
the increasing reduction in birth rates in Portugal, the investment on internationalization
becomes a need in order to maintain the number of students. At the
same time, the rapid proliferation of communication technologies affected the
recruitment of new students and the communication strategies of HEI. The
Instituto Politécnico de Bragança (IPB), being aware of this reality and recognizing
the importance of digital communication tools, established in its strategic
plan 2018–2022 objectives related to its internal and external communication in
the digital context. For that purpose, various tools of research were conceptualized
and implemented on an earlier phase of a digital communication plan. The
originality and contribution of this work is to open this research methodology to
the public sphere looking for critical analysis and construction.
Description
Keywords
Higher education Digital communication Research
Pedagogical Context
Citation
Santos, Arlindo; Lopes, Luisa; Brasil, Marcus (2021). Digital communication on higher education institutions: challenges and tools for research. In 4th International Conference on Digital Design and Communication (Digicom), p. 378-386. ISBN 978-3-030-61670-0
Publisher
Springer Nature