Análisis de difusión de programas de postgrado en las universidades de Cuenca durante el año 2023

Abstract

This study investigates the communication dissemination strategies used by the Universities of Cuenca to promote postgraduate programs during the year 2023. A qualitative approach was used that included documentary analysis, content analysis and interviews with four main universities: University of Cuenca, University of Azuay, Catholic University of Cuenca and Salesian Polytechnic University. The objective was to identify key components of external communication, specific communication objectives and analyze the strategies with the greatest impact on the dissemination of graduate programs. Universities were found to use a variety of channels, such as social media, institutional websites, printed materials, and in- person events to communicate their programs. The strategic integration of these channels allows us to attract potential students interested in continuing their academic training. The results highlight the alignment of communication strategies with institutional objectives, focusing on improving the accessibility and interactivity of graduate information through digital technologies and social platforms. However, the study recognizes limitations regarding the long-term sustainability of these strategies and the need for continuous evaluations to optimize resources and improve the student experience. This analysis contributes to the field of educational marketing and institutional communication by highlighting the importance of adapting to new digital trends and emerging platforms in the current educational context.