Biblioteca Digital de VanguardiaSTAKEHOLDERS 'PERCEPTIONS IN AN INSTITUTION OF HIGHER EDUCATION (HEI)
This research seeks to explore in an exploratory way how the image is perceived by the different interest groups - stakeholders - of a Higher Education Institution (IES) located in the city of Medellín - Colombia. The above, taking into account that there is little research that analyzes the subject...
| Autores principales: | , |
|---|---|
| Formato: | Artículo |
| Lenguaje: | Español |
| Publicado: |
Universidad Pontificia Bolivariana
2020
|
| Materias: | |
| Acceso en línea: | https://revistas.upb.edu.co/index.php/cienciassociales/article/view/4024 |
| _version_ | 1782344930568437760 |
|---|---|
| author | Múnera, Mg. Jhonny Richard Muñoz Sánchez, PhD. Omar |
| author_facet | Múnera, Mg. Jhonny Richard Muñoz Sánchez, PhD. Omar |
| author_sort | Múnera, Mg. Jhonny Richard |
| collection | Revista |
| description | This research seeks to explore in an exploratory way how the image is perceived by the different interest groups - stakeholders - of a Higher Education Institution (IES) located in the city of Medellín - Colombia. The above, taking into account that there is little research that analyzes the subject from this perspective. On the other hand, it tries to show the importance of concepts such as stakeholders within organizations, in this case within the (HEI), organizations in which the term has not been widely used by marketing plans, that is why that the results of this exploratory research demonstrate the importance of stakeholders for brand perception. The qualitative work was carried out between the months of February and November 2015, where 50 semi-structured surveys were used. The results showed an inconsistency between the communication strategies and the perceptions of the different audiences of a university institution. |
| format | Artículo |
| id | oai:ojs.revistas.upb.edu.co:article-4024 |
| institution | Colección Académica de Ciencias Sociales |
| language | Español |
| publishDate | 2020 |
| publisher | Universidad Pontificia Bolivariana |
| record_format | dspace |
| spelling | oai:ojs.revistas.upb.edu.co:article-40242020-10-03T17:32:25Z STAKEHOLDERS 'PERCEPTIONS IN AN INSTITUTION OF HIGHER EDUCATION (HEI) PERCEPCIONES DE LOS STAKEHOLDERS EN UNA INSTITUCIÓN DE EDUCACIÓN SUPERIOR (IES) Múnera, Mg. Jhonny Richard Muñoz Sánchez, PhD. Omar Stakeholders marketing educativo publicidad estrategia de comunicación Público de interés Stakeholders educational marketing advertising communication strategy Public of interest This research seeks to explore in an exploratory way how the image is perceived by the different interest groups - stakeholders - of a Higher Education Institution (IES) located in the city of Medellín - Colombia. The above, taking into account that there is little research that analyzes the subject from this perspective. On the other hand, it tries to show the importance of concepts such as stakeholders within organizations, in this case within the (HEI), organizations in which the term has not been widely used by marketing plans, that is why that the results of this exploratory research demonstrate the importance of stakeholders for brand perception. The qualitative work was carried out between the months of February and November 2015, where 50 semi-structured surveys were used. The results showed an inconsistency between the communication strategies and the perceptions of the different audiences of a university institution. Esta investigación busca abordar de manera exploratoria cómo es percibida la imagen por parte de los diferentes grupos de interés – stakeholders- de una Institución de Educación Superior (IES) ubicada en la ciudad de Medellín – Colombia. Lo anterior, tomando en cuenta que existen pocas investigaciones que analicen el tema desde esta perspectiva. Por otra parte, intenta mostrar la importancia de conceptos como el de stakeholders dentro de las organizaciones, en este caso al interior de las (IES), organizaciones en las cuales el término no ha sido ampliamente empleado por los planes de mercadeo, es por esto que los resultados de esta investigación exploratoria demuestran la importancia de los grupos de interés para la percepción de marca. El trabajo de corte cualitativo se realizó entre los meses de febrero y noviembre de 2015, donde se utilizaron 50 encuestas semiestructuradas. Los resultados evidenciaron una inconsistencia entre las estrategias de comunicación y las percepciones de los diferentes públicos de una Institución universitaria. Universidad Pontificia Bolivariana 2020-10-03 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Artículo revisado por pares application/pdf https://revistas.upb.edu.co/index.php/cienciassociales/article/view/4024 Colección Académica de Ciencias Sociales; Vol. 5 Núm. 2 (2018): Jul-Dic; 95-111 2422-0477 spa https://revistas.upb.edu.co/index.php/cienciassociales/article/view/4024/3724 |
| spellingShingle | Stakeholders marketing educativo publicidad estrategia de comunicación Público de interés Stakeholders educational marketing advertising communication strategy Public of interest Múnera, Mg. Jhonny Richard Muñoz Sánchez, PhD. Omar STAKEHOLDERS 'PERCEPTIONS IN AN INSTITUTION OF HIGHER EDUCATION (HEI) |
| title | STAKEHOLDERS 'PERCEPTIONS IN AN INSTITUTION OF HIGHER EDUCATION (HEI) |
| title_full | STAKEHOLDERS 'PERCEPTIONS IN AN INSTITUTION OF HIGHER EDUCATION (HEI) |
| title_fullStr | STAKEHOLDERS 'PERCEPTIONS IN AN INSTITUTION OF HIGHER EDUCATION (HEI) |
| title_full_unstemmed | STAKEHOLDERS 'PERCEPTIONS IN AN INSTITUTION OF HIGHER EDUCATION (HEI) |
| title_short | STAKEHOLDERS 'PERCEPTIONS IN AN INSTITUTION OF HIGHER EDUCATION (HEI) |
| title_sort | stakeholders 'perceptions in an institution of higher education (hei) |
| topic | Stakeholders marketing educativo publicidad estrategia de comunicación Público de interés Stakeholders educational marketing advertising communication strategy Public of interest |
| url | https://revistas.upb.edu.co/index.php/cienciassociales/article/view/4024 |