Marketing académico com base em conteúdos educativos

  • Marta Azevedo Machado de Carvalho (Student)

Student thesis: Master's Thesis


In the twenty-first century, universities have to be prepared to interact with a more knowledgeable and informed generation, since the modern communication channels, led by the Internet, allow instant access to information. Through a careful selection of educational software and proper use of it we can aspire to achieve bolder working practices and enhanced interaction. (Valente, 1999) It is intended, with this dissertation, to understand, through a case study, the extent to which open educational resources are being adopted by some universities, Portuguese and American, and to what extent they are being used as political communication in their own portals. Does the degree in which OER is adopted provide greater reputation of the universities once they disclose all their material, being good or bad, by other universities, communities, teachers and / or students? In this dissertation we conclude, based on the portals of the Portuguese universities, that these still have a small investment on education based on learning through open educational resources. Unlike Portuguese universities, American universities have developed and invested strongly in this type of education belongs to a fully digital era, over the past decades.
Date of Award17 Jul 2014
Original languagePortuguese
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorAntónio Andrade (Supervisor)


  • Communication and education
  • Academic marketing
  • Open education resources
  • Open education


  • Mestrado em Gestão

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