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The role of rankings in the marketing undertaken by universities through their institutional websites

TitleThe role of rankings in the marketing undertaken by universities through their institutional websites
Publication TypeThesis
Year of Publication2017
AuthorsMorad Abadi, O
AdvisorTomàs, M, Ion, G
Date Published11/2017
Abstract

University rankings have become more popular and represents an emergent topic (Hazelkorn, 2011; Dill, 2005; Albach, 2012; Tomàs Folch & Castro,2015) .Consequently, this research study the role of rankings in the marketing strategy four metropolitan Catalan universities and how this universities apply their international positions through their official webpage for answering this questions:

How do these Catalan universities use their rankings positions in their marketing strategies for better competing?
What are the outcomes for the 4 mentioned Catalan universities, by highlighting their rankings positions through their official website?
General objective of this study is to analyze, the role of rankings and to describe how effectively the website indicators such as: technical, marketing and rankings have been applied by those mentioned Catalan universities in their official website for burnishing their images among others as the main instruments for competing in the global markets.

English
Campus d'excel·lència internacional U A B