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E-Branding Académico Aplicado a La Educación Superior

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E-Branding Académico Aplicado a La Educación Superior UNIVERSIDAD POLITÉCNICA DE VALENCIA E-BRANDING ACADÉMICO APLICADO A LA EDUCACIÓN SUPERIOR TESIS DOCTORAL AUTOR: Mdb. Ariana Daniela Del Pino Espinoza DIRIGIDO POR: Dra. Dña. Nuria Lloret Romero VALENCIA, JULIO DE 2018 Dedicado a mi angelito en el cielo, Amèlie y a Dios que me ha permitido lograrlo. A mis padres, que me han apoyado toda la vida, mi familia y amigos. Al amor de mi vida, que se encuentra en algún punto del universo, raíz cuadrada. Agradecimientos Agradezco a mi tutora Nuria, una mujer encantadora, trabajadora y maravillosa, un ejemplo a seguir, quién me ha enseñado una nueva perspectiva del mundo laboral y que las mujeres podemos ser una fuente de inspiración. El apoyo recibido en mi universidad para lograr este paso tan importante y enriquecedor, quienes han sido pacientes y comprensivos. Doy gracias a mi familia, que han sido atentos, pacientes y de gran apoyo durante todo este proceso que ha sido enriquecedor en el nivel intelectual y personal. A mis amigos, que fueron pacientes y me apoyaron en este gran paso. Daniela RESUMEN Las nuevas tecnologías revolucionaron el concepto de aprender, difundir, compartir y educar. Es por ello, que este trabajo de investigación pretende realizar un modelo de Branding digital académico que permita a las instituciones de educación superior mejorar su nivel de visibilidad y usarlo como un recurso para crecer en los ambientes digitales y que sean recursos para la instituciones, profesores y alumnos, desde un espacio físico- digital y científico-práctico-digital. Internet ofrece grandes posibilidades tanto para aprender como para compartir, y estás herramientas son las que más hemos querido utilizar dentro de nuestro modelo para crear un sinnúmero de análisis que demostrará las deficiencias y puedan ser utilizadas como ventajas para incrementar la visibilidad en las instituciones de educación superior. PALABRAS CLAVES: e-Branding universitario, branding digital universitario, redes sociales, redes sociales académicas, e-docente, e- universidad. RESUM Les noves tecnologies van a revolucionar el concepte d'aprendre, difondre, compartir i educar. És per açò, que aquest treball de recerca pretén realitzar un model de *Branding digital acadèmic que permeta a les institucions d'educació superior millorar el seu nivell de visibilitat i usar-ho com un recurs per a créixer en els ambients digitals i que siguen recursos per a la institucions, professors i alumnes, des d'un espai físic-digital i científic- pràctic-digital. Internet ofereix grans possibilitats tant per a aprendre com per a compartir, i estàs eines són les que més hem volgut utilitzar dins del nostre model per a crear un sens fi d'anàlisi que demostrarà les deficiències i puguen ser utilitzades com a avantatges per a incrementar la visibilitat en les institucions d'educació superior. PARAULES CLAU: i-Branding universitari, branding digital universitari, xarxes socials, xarxes socials acadèmiques, i-docent, i- universitari. ABSTRACT The new technologies revolutionized the concept of learning, disseminating, sharing and educating. That is why this research work aims to make a model of digital academic Branding that allows higher education institutions to improve their level of visibility and use it as a resource to grow in digital environments and resources for institutions, teachers and students, from a physical-digital and scientific-practical-digital space. The Internet offers great possibilities for both learning and sharing, and these tools are what we have most wanted to use within our model to create several analyzes that will demonstrate the deficiencies and can be used as advantages to increase visibility in educational institutions higher. KEYWORDS: e-Branding university, digital university branding, social networks, academic social networks, e-teacher, e-university. Índice Parte I ..................................................................................................................... 21 Introducción General ......................................................................................... 11 Capítulo 1 .............................................................................................................. 22 Introducción ......................................................................................................... 22 1.1. Introducción ................................................................................................... 22 1.2. Justificación .................................................................................................... 27 1.3. Objetivo .......................................................................................................... 29 1.3.1. General .......................................................................................................................................... 29 1.3.2. Específico ...................................................................................................................................... 29 1.4. Estado del Arte .............................................................................................. 29 1.4.1. El contexto del Branding Universitario ................................................................................... 31 1.4.2. La gestión de la marca Universitaria ........................................................................................ 33 1.4.3. La era de la Educación Tecnológica o Plataformas virtuales ............................................... 34 1.4.4. Los medios digitales y las redes sociales ................................................................................. 36 1.4.5. La Presencia Universitaria en el entorno ................................................................................. 37 1.5. Hipótesis de trabajo: ..................................................................................... 39 1.6. Metodología de estudio ............................................................................... 40 Parte II ................................................................................................................... 46 El Branding Digital en Instituciones de Educación Superior .................... 46 Capítulo 2 .............................................................................................................. 47 Análisis del Branding ......................................................................................... 47 2.1. Definición del Branding digital ................................................................... 47 2.1.1. Branding en las instituciones de Educación superior ............................................................ 47 2.1.2. e-Branding, Branding digital ..................................................................................................... 48 2.1.3. El Marketing Online ................................................................................................................... 50 2.1.4. El e-Commerce ............................................................................................................................ 51 2.1.5. e-Branding Universitario o Branding digital en las instituciones de Educación superior51 2.1.6. La e-Universidad ......................................................................................................................... 52 VIII 2.1.7. De la Web 2.0 a la web 3.0 y el desarrollo académico ............................................................ 52 2.2. Tipologías y Diferencias del Branding digital .......................................... 54 2.2.1. La sostenibilidad digital frente al modelo analógico ............................................................. 54 2.2.2. Razones del uso de la estrategia digital ................................................................................... 55 2.2.3. La motivación emocional del branding digital ....................................................................... 56 2.2.4. El soporte del Branding Digital a lo Científico ....................................................................... 57 2.2.5. La vertiente académica y educativa del branding digital ..................................................... 58 2.2.6. Razones del Branding Personal Digital ................................................................................... 58 2.2.7. Los aspectos docentes en Branding personal digital ............................................................. 59 2.2.8. Puntos clave en el desarrollo del Branding Universitario Digital ....................................... 59 2.3. Servicios universitarios que utilizan el branding universitario digital . 61 2.4. Evolución del Branding en entornos digitales universitarios ................ 62 2.5. Community Manager Académico y su ámbito de actuación en la Universidad .......................................................................................................... 64 Capítulo 3 .............................................................................................................. 70 Aplicaciones a la captación de alumnos ......................................................... 70 3.1. Introducción ................................................................................................... 70 3.2. La interactividad en el Internet de las Universidades ............................. 71 3.3. Las comunidades digitales en el ámbito académico ................................ 72 3.4. Del aula a las redes sociales ........................................................................
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