Abstract
Universities of the 21st century have been characterized by being in a stage of great boom in relation to technological development and virtual advances. For this reason, all the institutions have established an adequate use of this advance of science to be able to project their image as a company to the market. Thus, platforms are created where they contain all kinds of information about their services and other criteria so that the student can clearly visualize what each one of them offers. This chapter studies the significant differences between universities whose computer systems are aimed at promoting their corporate image. This discipline is known as e-branding, which means building a business identity and that, through it, the consumer can establish a connection that let you choose to get the services they offer. For this study, the universities that were evaluated corresponded to the Latin American and European context, using methods such as GT-metrix in order to measure the effectiveness of the official pages of each entity.
TopBackground
The unbridled increase in the use of analogue media among university establishments has transformed the way of instructing, educating and demonstrating to the world. Manipulating new joint clauses to digitalization such as e-Universities, e-Communication, even e-Science, among others. It is for this reason that the use of e-branding as a media technique, currently patent, is considered a priority. University benefits, research and advertising find as an extensive site in the electronic media, e-Science is understood as the accumulation of advanced scientific diligence using commercialized resources accessible through a web page.
During the progress of the exploration, the concept of University e-Branding was projected, stating that it is everything that the academy does to transcend in the analogical space: the academic, the scientific and the expert, obtaining the involvement of several authors such as the existence of teachers, students, scientists, participants, among others. In this way, the interaction of scientists, students and different members of the associated environment is extended, establishing a propitious environment of dependence with the companies, a content to perfect the scientific-research industrial progress as in the superior knowledge.
The university e-branding includes the conduction of the corporate seal and the compendiums of prototyped letters, concerning the scientific research height that the institute collaborates through diverse body areas and participative-manuals to propagate the descent of the discernment and its statistics. This prototype of administration admits to regenerate the formative habit that the students of diverse institutes whether public or private manage various skills to reach a significant learning for the students, since it is built thanks to the popularity of the lawyers and their explorations redirected to the mesh as a guide of unification, (Del Pino, 2018).
The institutes are in the middle of a participatory exchange, thanks to the specialized rebellion and the spill of limited research on the Internet, developing in the effective areas of diligence and investigation, which have reformed the way of informing the institutes. The proposal of analogical branding in establishments of projected preferential formation, tries to manipulate transcendental modelers to achieve reviews and investigation that facilitate the existing and real communicational plot of the IES of the evident section, since it supplies the weak sites or mistakes in its corporate declaration, with the purpose of creating a transcendental technique of illustrated e-Branding to increase the analogical clarity in an integral way.
Key Terms in this Chapter
Academic E-Branding: Term that refers to the design of a corporate brand, which is used for the distribution of advertising on a certain product to be launched, in the educational context, it refers directly to the type of presentation and style that universities have to promote their image, through the use of technological tools such as web pages, where they offer their services as an institution or company.
Digital Sustainability: Balancing capacity in production management, present and future, on the services that a company can offer, in a technological context, represents the support of digital trends developed by humans for consumption by the general community.
Virtual Education: Modality that is based on teaching through the use of platforms and programs that allow connection and learning, this prior to scheduled sessions via the web, where knowledge is built through teacher and student interaction.
Digitalization: It is part of a process where the physical information of the society is converted into a digital data set, that is, all that element that the human being uses as a means of work, and of course this allows for a better ease of management.
Digital Visibility: Any capacity that allows a company, entity in general or in this case an educational institution, to be seen by users, through the use of tools such as platforms, that give access to a wide range of visits and followers, in such a way, is considered. So that your promotion of products and services is liked by the community.
Google Trends: Web instrument that serves to measure aspects related to other pages, it was used as a tool to perceive the platforms of the universities that were part of this study, among the characteristics that were observed were: speed, loading time, size, number of requests), in order to analyze the difference between the technology implemented by each institution.
Educational Market: Every user who requires a need in said environment is called, in such a way that access to digital services in relation to education is their main attraction so that they can consume it.