Una mirada a la gestión de la reputación en las universidades

Abstract

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. TECHNO REVIEW | 2022 | ISSN 2695-9933International Technology Science and Society Review / Revista Internacional de Tecnología Ciencia y Sociedad https://doi.org/10.37467/revtechno.v11.4448© GKA Ediciones, authors. Creative Commons Reconocimiento-NoComercial-SinObraDerivada