La comunicación integrada de marketing (CIM) en la educacion superior (ES) en tiempos de pandemia

  1. Gordon Isasi, Janire 1
  2. Narvaiza Cantin, Lorea 1
  3. Gibaja Martíns, Juan José 1
  1. 1 Universidad de Deusto
    info

    Universidad de Deusto

    Bilbao, España

    ROR https://ror.org/00ne6sr39

Revista:
Revista de Estudios Empresariales. Segunda época

ISSN: 1988-9046

Año de publicación: 2020

Título del ejemplar: Número 2/2020, Época 2

Número: 2

Páginas: 53-69

Tipo: Artículo

DOI: 10.17561/REE.V2020N2.4 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

Otras publicaciones en: Revista de Estudios Empresariales. Segunda época

Resumen

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.

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