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Digital communication on higher education institutions: challenges and tools for research

2021Book part Open access
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dc.contributor.authorSantos, Arlindo
dc.contributor.authorLopes, Luisa
dc.contributor.authorBrasil, Marcus
dc.date.accessioned2022-05-12T13:22:54Z
dc.date.available2022-05-12T13:22:54Z
dc.date.issued2021
dc.description.abstractChanges 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.pt_PT
dc.description.versioninfo:eu-repo/semantics/publishedVersionpt_PT
dc.identifier.citationSantos, 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 978-3-030-61670-0pt_PT
dc.identifier.doi10.1007/978-3-030-61671-7_36pt_PT
dc.identifier.isbn978-3-030-61670-0
dc.identifier.isbn978-3-030-61671-7
dc.identifier.urihttp://hdl.handle.net/10198/25437
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.publisherSpringer Naturept_PT
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/pt_PT
dc.subjectHigher educationpt_PT
dc.subjectDigital communicationpt_PT
dc.subjectResearchpt_PT
dc.titleDigital communication on higher education institutions: challenges and tools for researchpt_PT
dc.typebook part
dspace.entity.typePublication
oaire.citation.endPage386pt_PT
oaire.citation.startPage378pt_PT
oaire.citation.title4th International Conference on Digital Design and Communication (Digicom)pt_PT
oaire.citation.volume12pt_PT
person.familyNameSantos
person.familyNameLopes
person.familyNameBrasil
person.givenNameArlindo
person.givenNameLuisa
person.givenNameMarcus
person.identifier.ciencia-idC411-8E15-4CDB
person.identifier.ciencia-idE41C-366E-BE9E
person.identifier.ciencia-id9712-FFEB-9992
person.identifier.orcid0000-0002-7531-9070
person.identifier.orcid0000-0003-2039-0125
person.identifier.orcid0000-0003-2675-1825
rcaap.rightsopenAccesspt_PT
rcaap.typebookPartpt_PT
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relation.isAuthorOfPublication4410123f-7cc3-4a8d-a596-4a08d1d13b5b
relation.isAuthorOfPublication46da9d62-bf23-4983-803a-b063b1779e4e
relation.isAuthorOfPublication.latestForDiscovery1eed76cf-767f-499d-be99-d84cfb843405

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