Estrategias comunicacionales universitarias que inciden en la decisión de la carrera de bachilleres.

Abstract

In This article, it’s proposed to analyze the university communication strategies that influence in the election of the professional career of high school graduates. It’s propound to explain the problematic, from the different changes in the new modalities of the admission to the universities around the country, giving thus uncertainty in the high school graduates, to obtain a chance to enter to the university. For this study, it’s applied a quantitative methodology, and content analysis the allowed analyzes the Facebook publications around the academic offer; besides examine the strategies and tactics that the three institutions use the Central University of Ecuador, Salesian Polytechnic University, and University of the Americas. Besides of the content analysis, there are applied surveys to the high school graduates, the same these shows as result that the university institutions and their digital platforms are a huge influence at the moment of choose to study a career, this due to the type of message that transmit to generate an opinion in the high school graduates, and the factors of competitive, and economics that exists in this three institutions. This is how it was possible to carry out this analysis and to conclude that there are all these different strategies, factors, and influence by universities so that high school graduates can access a higher education career. Are many realities that still exist and some students who, despite graduating with honors from their various high schools, are struggling to get a university to study.