THE ADVERTISING PUSH AND THE BRAND IMAGE OF THE MARKETING DEGREES IN PORTUGAL

João Leitão (), Ricardo Gouveia Rodrigues () and Paulo Alexandre de Oliveira Duarte

HEW from EconWPA

Abstract: An abrupt growth, in terms of the supply of marketing degrees in Portugal, has, recently, been observed, which has contributed for intensifying the concurrence between the institutions of undergraduate education. In this new competitive environment the development of a brand image associated with this kind of supply, is intended as a strategic variable for communicating with different targets. In this article, the different types of factors that contribute for the creation of the brand image of the institutions of undergraduate education, are presented, by highlighting the importance of the advertising push, for obtaining the desirable demand pull, which can be associated with the basic supply of undergraduate education, and with others upper educational degrees that are supplied by the same education institutions.

Keywords: Advertising; Brand Image; Undergraduate Education. (search for similar items in EconPapers)
JEL-codes: I21 M31 M37 (search for similar items in EconPapers)
New Economics Papers: this item is included in nep-edu and nep-mkt
Date: 2005-09-26
Note: Type of Document - pdf; pages: 15
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