Internacionalização e comunicação
: um modelo para as instituições de ensino superior

  • Ludmila Maia Mendes (Student)

Student thesis: Master's Thesis

Abstract

The following dissertation approaches internationalization issues, an area of great interest for the author, namely due to her own international experience. A Master program abroad and a professional internship in communication, in an international business school, were the two greatest experiences that led to the development of this dissertation. The information analyzed about this issue showed the need to search for actions at an international level and to reflect about the need to develop vision, based on strategies and, namely from a strategic action of higher education institutions, taking into consideration its current different targets and global scenario. Thus, this dissertation presents the management and strategic concepts applicable to higher education sector and suggests communication as a strategic tool for all organizations, especially for those that are in a beginning and/or advanced stage of internationalization. Along with this, it presents one of Michael Porter´s models that suggests guidelines for industrial internalization processes, with special focus on the knowledge and use of competitive advantages from this type of organization. In the case of the present dissertation it does not approache industries, but higher education institutions and therefore this model was adapted to this reality. Thus, this model works like a script for these institutions to act strategically in the global scenario, focusing four different elements: specialization, communication, cooperation, and internationalization strategy. To sum up, this case study presents the internationalization experience at a Portuguese Business School that has been dealing with a strategic internationalization process through cultural, political and organizational changes.
Date of Award30 Sept 2011
Original languagePortuguese
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorPeter Hanenberg (Supervisor)

Keywords

  • Internationalization
  • Communication
  • Higher education

Designation

  • Mestrado em Ciências da Comunicação

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