“Considerations and Perspectives for the Development of Higher Education Institutions in Cuba Based on Marketing Strategies: A Study Case of the University of Artemisa”
By:
References
- Armstrong, G & Kotler, F. (2013). Principles of Marketing. Naucalpan de Juárez. State of México: 11na Edición. Pearson Educación de México, S.A de C.V.
- Assimakopoulos, C., Antoniadis, I., Kayas, O. G., & Dvizac, D. (2017). Effective social media marketing strategy: Facebook as an opportunity for universities. International Journal of Retail and Distribution Management, 45(5), 532–549. https://doi.org/10.1108/IJRDM-11-2016-0211
- Bauer, M et.al. (2018). Sustainability governance in universities: using a governance equalizer as a research heuristic. High Educative Politic 31, 491–511.
- Bautista-Puig, N., Orduña-Malea, E., & Perez-Esparrells, C. (2022). Enhancing sustainable development goals or promoting universities? An analysis of the times higher education impact rankings. International Journal of Sustainability in Higher Education, 23(8), 211– 231. https://doi.org/10.1108/IJSHE-07-2021-0309
- Belousenko, D. (2018). Use of social networks in the promotion of educational services. Young Scientist, 45, 55-58.
- Belyavsky, I. (2014). Marketing research: information, analysis, forecasting. Moscow: Perspective 150.
- Berger, L & Luckmann, T. (1995). The social construction of reality. Treatise on the sociology of knowledge. Moscow: Academy-Tsentr Half.
- Blackshaw, P & Nazzaro, W. (2004). Consumer Generated Media (CGM).
- Brandão, A., & Ramos, Á. S. (2024). ‘Your comments boost my value!’–the mediator role of emotional brand attachment between brand equity and social media engagement. Journal of Marketing for Higher Education, 34(2), 1220–1249. https://doi.org/10.1080/08841241.2023.2275749
- Clark, B. (2011). Creation of entrepreneurial universities: organizational paths of transformation. Moscow: HSE.
- Constantinides, E & Zinck-Stagno, M. (2011). The potential of social networks as marketing instruments. doi.org/10.1007/s12528-018-9179. Himelboim, 101 and http://www.nielsenbuzz-metrics.com/whitepapers.
- Duarte, P. O., Alves, H. B., & Raposo, M. B. (2010). Understanding university image: A structural equation model approach. International Review on Public and Nonprofit Marketing, 7(1), 21–36. https://doi.org/10.1007/s12208-009-0042-9
- Elhajjar, S., & Yacoub, L. (2024). The impact of COVID-19 on marketing for higher education institutions in developing countries: The case of Lebanon. Journal of Marketing for Higher Education, 34(2), 521–540. https://doi.org/10.1080/08841241.2022.2042759
- Epuran, G; Gardan, I; Gardan, D and Tescasiu, B., 2016. Modernization of Higher Education in the context of European integration: A comparative analysis. https://www.researchgate.net/publication/302878651. Amfiteatru Economic;18(42).
- Freberg, K. (2020). Social media for strategic communication: Creative strategies and research-based applications: Journal of Public Relations Education, 6 (2), 200-204.
- Giesenbauer, B & Müller, G (2020). University 4.0: Promoting the Transformation of Higher Education Institutions toward Sustainable Development. Sustainability 12, 3371; doi:10.3390/su12083371. www.mdpi.com/journal/sustainability.
- Gomez-Bayona, L., Arrubla-Zapata, J. P., Valencia, J. A., & Restrepo-Rojas, M. J. (2020). Analysis of relational marketing strategies in higher education institutions in Colombia and Spain [Analisis de las estrategias de marketing relacional en instituciones de educacion superior de Colombia y Espana]. Retos (Ecuador), 10(20), 343–359. https://doi.org/10.17163/RET.N20.2020.09
- Graves, C. (1971). Levels of human existence. Transcript of a seminar at the Washington School of Psychiatry. Santa Bárbara EEUU: Ed.; Editorial ECLET. ISBN 097247420X.
- Graves, C. (1974). Human nature is preparing for a transcendental leap. Futuristic.
- Hahn, T. (2018). A paradoxical perspective on corporate sustainability: Instrumental and normative aspects. Ethics, 148, 235-248.
- Hardi, R., Suprijadi, Kusdyawati, R., & Noertjahyana, A. (2022). Improve educational marketing strategy through use of digital marketing technology. AIP Conference Proceedings, 2658, 080003. https://doi.org/10.1063/5.0106821
- Hemsley-Brown, J & Oplatka, I. (2015). Higher Education Consumer Choice. Berlín. Germany: Springer Heidelberg.
- Jain, R., & Rao, M. (2024). A Bibliometric Analysis of the Impact of Digital Marketing in Higher Education. International Journal of Interdisciplinary Organizational Studies, 19(1), 123– 148. https://doi.org/10.18848/2324-7649/CGP/v19i01/123-148
- Khashab, B., Gulliver, S., & Ayoubi, R. M. (2022). Scoping and aligning CRM strategy in higher education institutions: Practical steps. Journal of Strategic Marketing, 30(7), 627–651. https://doi.org/10.1080/0965254X.2020.1823458
- Kleve, H. (2017). Reziprozität ermöglichen. 48, 353–367.
- Knight, J. (2004). New reasons that drive internationalization. High. Educational. 34, p3
- Kotler, P & Fox F. (1995). Strategic marketing for educational institutions. New Jersey EEUU: Prentice Hall Hoboken.
- Levina, S. (2015). Application of integrated marketing communications in education. Information technology and people. Number 31, 595-614. https://doi.org/10.1108/ITP-02.
- Levitt, T. (1975). Marketing Myopia by Theodore Levitt. EEUU: Harvard Business Review.
- Mazurek, G., 2018. Electronic Commercialization. Varsovia, Poland: Poltext.
- Nevzat, R, et.al. (2016). Role of the social media community in strengthening a university’s trust and loyalty. Computers in human behavior. https://doi.org/10.1016/j.chb.2016.09.018.
- Nguyen, T & Lian, Y. (2022). Estrategias de marketing innovadoras para el sector internacional. Reclutamiento de estudiantes. Editores Académicos: Popa Daniela y Margarita Pocinho. https://doi.org/10.3390/su14148522.p28
- Nguyen, T and Lian, Y., 2022. Innovative marketing strategies for the international sector. Student recruitment. Editors: Popa Daniela y Margarita Pocinho. https://doi.org/10.3390/su14148522.
- Phonthanukitithaworn, C., Wongsaichia, S., Naruetharadhol, P., Thipsingh, S., Senamitr, T., & Ketkaew, C. (2022). Managing educational service quality and loyalty of international students: A case of international colleges in Thailand Managing educational service quality and loyalty of international students: A case of international colleges in Thailand PUBLIC INTEREST STATEMENT. Cogent Social Sciences, 8(1), 2105929. https://doi.org/10.1080/23311886.2022.2105929
- Pyankova, S, Mitrofanova, I & Tergunova, M. (2021). Particularities of Marketing Communications in the Field of Internationalization of Higher Education in the Russian Federation. Deturope, 13(3), 98-117.
- Rathnayake, T. H., & Lakchan, U. G. C. (2023). The Influence of E-Word of Mouth Marketing on Students’ Selection of Management Degrees. South Asian Journal of Business Insights, 3(2), 90–106. https://doi.org/10.4038/sajbi.v3i2.59
- Resolution 9. (2016). Export of International Academic and Scientific Services of the Ministry of Higher Education: Havana, Cuba.
- Rutter, R; Roper, S; & Lettice, F. (2017). Interacción en las redes sociales, la marca universitaria. https://doi.org/10.1016/
- Scharmer, C. (2016). Theory Leading from the Future as it Emerges: The Social Technology of presence. San Francisco, CA, EE. UU: 2ª ed.; Berrett-Koehler. ISBN 9781626567986
- Scharmer, O. (2018). Education is the lighting of a flame: How to reinvent the 21st Century university. Available online: https://www.huffingtonpost.com/5e4b0ee59d41c0a9f.p4
- Soegoto, E. S. (2009). Marketing environment and source of competitive advantage in terms of formulating marketing strategy and its influence on image and marketing performance (Survey on Private Universities at Private Higher Educational Institutional Coordinator Area Iv in West Java and Banten Provinces). Journal of Applied Sciences Research, 5(8), 995–1001.
- Sofia, E., Yuliati, L. N., Hartoyo, & Soehadi, A. W. (2023). Brand extension of sustainable value at higher education in Indonesia: A review. In N. Harito C. Sitepu E. (Ed.), AIP Conference Proceedings (Vol. 2594). American Institute of Physics Inc. https://doi.org/10.1063/5.0109909
- Usunier, J & Lee, J., 2013. Marketing between Cultures Pearson: Londres. United Kingdom.
- Vázquez, J. L., Aza, C. L., & Lanero, A. (2014). Are students aware of university social responsibility? Some insights from a survey in a Spanish university. International Review on Public and Nonprofit Marketing, 11(3), 195–208. https://doi.org/10.1007/s12208-014-0114-3
- Whalley, A. (2010). Strategic Marketing. Andrew Whalley and Ventus Publishing APS. ISBN 978-87-7681-643-8/ebooks at bookboon.com.
- World Commission on Environment and Development. (1987). Our common future. A/42/427. Disponible en línea: ttps://sustainabledevelopment.un.org/milestones/wced
- Yudkevich M. (2017). Global Rankings Universities. Available on https://ecsoclab.en Higher Education. Vol. 26. 85–94.
- Zaharia, R. (WED). Social and Political Marketing. Department of Marketing ASE: Bucharest, Romania.
- Zhou, L; Alam, G & Rasdi, R. (2023). Marketing Strategies for the internationalization of higher education in China: an ally or a barrier to sustainable development? Edit: Sustainability, 16, 395. https://doi.org/10.3390/su16010395.
DOI: https://doi.org/10.2478/picbe-2025-0400 | Journal eISSN: 2558-9652
Language: English
Page range: 5228 - 5240
Published on: Jul 24, 2025
Published by: Bucharest University of Economic Studies
In partnership with: Paradigm Publishing Services
Publication frequency: 1 issue per year
Keywords:
Related subjects:
© 2025 Rodolfo Pérez Lavandera, Cristinel Petrișor Constantin, Yanlis Rodríguez Veiguela, Glessler Vladimir Ramos-Giral, published by Bucharest University of Economic Studies
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.