Publicación: La imagen corporativa como estrategia de comunicación en las instituciones de Educación Superior
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This article was carried out under the research guidelines required by the systematic literature analysis modality, conducting a search of digital documents that allow to demonstrate the importance of corporate image in higher education institutions and highlight the management of communication organizational as a key tool in entities to comply with certain parameters of corporate work. The elements of organizational communication applied correctly in organizations such as higher education institutions, allow to materialize the goals set through communication strategies focused on successfully transmitting the desired message. For this report, emphasis is placed on the importance of managing the corporate image from communication to position an educational brand in the academic market. A document search log is used as a help tool to organize the sources consulted; Two analysis matrices are also filled out as elementary formats in the methodological path that allows directing the research in such a way that the objective and problem question of this systematic report is fulfilled, choosing the most relevant documentary contributions to define the corporate image as a communication strategy in higher education institutions.