The effects of ranking positions on the universities selection of students and marketing strategy of universities through their official websites

• Autores: Omid Morad Abadi
• Localización: Tecnología, innovación e investigación en los procesos de enseñanza-aprendizaje / coord. por Rosabel Roig Vila, 2016, ISBN 978-84-9921-848-9, págs. 1751-1757
• Idioma: español
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• Resumen

  • The development of university rankings has enough tradition in Anglo-Saxon countries and in recent years have proliferated university rankings in Europe and particularly in Spain. Among the rankings of world universities highlights prepared by the Shanghai Jiao Tong University (China). This rating ranks the 500 best universities in the world in terms of quality criteria such as the level of students, teachers, schools, research activities, publications and etc. Rankings of universities have become both popular with the public and increasingly important for academic institutions. This study is an analysis study which applying a combination method of both qualitative and quantitative to inspect the role of rankings applied and presented in the official website of 4 metropolitan Catalan universities: UAB, UPC, UB, UPF to verify how rankings position assisted their marketing stretegies in their officials websites by applying webs indicators such as: technical, marketing and rankings indicators for better burnishing their images among the other universities. This paper also discusses about the rankings role in the marketing strategy of the Catalan universities. This investigation tries to recognize the sinificant role of ranking being used in the website of a university by applying 3 instruments as: guideline analysis of the web page, interviews with university communication and marketing staffs and questionnaires from PhD and master students.