出版社：Servicio de Publicaciones de la Universidad Complutense
摘要：This study focuses on the analysis of the communication campaign designed by the University of Lleida (UdL) to promote the tourism degree. An investigation was conducted to obtain the profile of the tourism degree students in order to know their needs and expectations about higher education and their sources to choose university, including both Internet and Social Networks. Among the main results we observed a significant presence of institutional web of UdL as a primary information source.
关键词：campaña de comunicación;publicidad institucional;plan de medios;comportamiento del consumidor;comunicación integrada
其他关键词：communication campaign;institutional advertising;media plan;consumer behavior;integrated communication
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