A look at reputation management in universities
DOI:
https://doi.org/10.37467/revtechno.v11.4448Keywords:
Management, Reputation, Universities, Stakeholders, ModelsAbstract
Managers of higher education institutions (HEIs) have faced the challenges brought about by increased competition in the sector, and the difficulties in developing, communicating and positioning a differential in their academic proposals. This has implied a change in the strategic approach to marketing and university reputation management. However, there is still a lack of clarity about what reputation management implies in universities and what its dimensions are, so a structured literature review is proposed to answer these questions.
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