RT Dissertation/Thesis
T1 Managing marketing strategies and public relations in public universities. Study of the new communication techniques.
T2 Gestionando estrategias de marketing y relaciones públicas en universidades públicas. Estudios de las nuevas técnicas de comunicación
A1 Lunguleac Bardasuc, Leila
K1 Universidad de Málaga - Tesis doctorales
K1 Comunicación
K1 Enseñanza superior
K1 Educación comparada
K1 España
K1 Rumania
K1 Marketing en internet
K1 Universidades - Relaciones públicas
K1 Universidades - Marketing
AB This thesis sets to analyse the communication and marketing processes in higher educational public institutes, the peculiarities and effectiveness of the marketing process regarding the use of new technologies and ways to improve it. A comparison between the public superior educational sector in Spain and in Romania is included, after interviewing top communication executives from each analysed university during 2018 and 2020.The qualitative research conducted brings forward ways of improving communication and PR skills for public universities and also a better understanding of the particularities of the newest communication forms in the educational system. Precisely, the research conducted intends to offer some reflections that contribute to better understand these new techniques which are already adopted in the communication process of universities which highlights strategic and tactical aspects of marketing and social media that make it easier to deploy the new ways of communicating.
PB UMA Editorial
YR 2022
FD 2022
LK https://hdl.handle.net/10630/24134
UL https://hdl.handle.net/10630/24134
LA eng
NO Lunguleac Bardasuc, L. (2022). Managing marketing strategies and public relations in public universities. Study of the new communication techniques. [Tesis de doctorado, Universidad de Málaga]. RIUMA. https://riuma.uma.es/xmlui/handle/10630/24134
DS RIUMA. Repositorio Institucional de la Universidad de Málaga
RD 19 ene 2026