Higher Education Policy

, Volume 17, Issue 4, pp 371–381

Universities and Marketing Mass Communication in Italy

  • Stefano Boffo
Article

DOI: 10.1057/palgrave.hep.8300063

Cite this article as:
Boffo, S. High Educ Policy (2004) 17: 371. doi:10.1057/palgrave.hep.8300063

Abstract

Marketing mass communication is a quite recent reality of Italian (mainly public) university system. Up to the last decade, these institutions had a certain reluctance to use marketing in order to raise funds and acquire students. The change was made possible through a variety of factors, among which the extension of mass university, a higher competition among institution, the budget restraints and a stronger economic pressure of the State. Uni.com, a survey analysing the communication campaign of Italian universities in academic year 2000–2001, shows that Italian higher education institution have developed massively PR, communication and marketing activities. Although some aspects of market logic have broken into the world of academia, the survey highlights that activities are mostly limited to the organization of events and that the ‘metabolization’ of a competitive function of communication will be rather long and quite likely difficult

Keywords

higher education: italy marketing: institutional reform: student demand 

Copyright information

© International Association of Universities 2004

Authors and Affiliations

  • Stefano Boffo
    • 1
  1. 1.University of SassariItaly

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