Integrated marketing communication for the implementation of an inclusive culture in university education

Authors

DOI:

https://doi.org/10.25029/od.2019.207.16

Keywords:

adoption of learning, ntegrated marketing communications, inclusion, perceptions, people with disabilities, university

Abstract

One of the challenges for universities with declared policies of inclusion is carrying out actions that support the construction of an inclusive culture. These actions could be supported by integrated marketing communication (IMC). We sought to determine the perceptions of the university community regarding people with disabilities to generate IMC strategies for promoting inclusion and linkage. The work was carried out in a private university in Cuenca, Ecuador, using a mixed methodology. We observed that the community maintains  an outlook that places disability in a deficit model and observes the rights of this group as benefits. We therefore proposed an IMC campaign linked to a learning adoption model as a tool to boost an inclusive institutional culture.

 

Author Biographies

Ximena Vélez Calvo, Universidad del Azuay (Ecuador)

PhD in Cognitive Neuroscience and Education from the University of Valencia Coordinator of the UDA Accessible Program of the UDA. She has collaborated in research programs with International Universities (Pennsylvania State University-USA, University of Córdoba-Spain, University of Valencia-Spain and University of San Sebastián-Chile) and National Universities (University of Cuenca, ESPOL, PUCE, Central University of Ecuador, INSPI)

José Vera-Reino, Universidad del Azuay (Ecuador)

Economist from the Catholic University of Cuenca. Master in Business with specialization in Marketing from the Universidad de Internacional del Ecuador. Master in Commerce and Marketing from the ISEAD Business School, Madrid - Spain.

Research Professor in the areas of entrepreneurship, marketing and Business Administration.

Undergraduate and postgraduate professor in Chairs of Entrepreneurship, Product Development, Advertising and Price Policy, Marketing Strategies; Universidad del Azuay, Universidad Politécnica Salesiana (Ecuador).

Carolina Cabrera Espinoza, Universidad del Azuay (Ecuador)

Marketing Engineer: Universidad del Azuay. Research Projects Coordinator with Entrepreneur Colombia. Head of Sales: Ideas Group in Cuenca. Manager - Owner: “Mundo Light” franchise in Cuenca. Marketing Manager: Dairy “Los Pinos”. Advice for raising funds for private companies. Marketing Manager: Networking Marketing and Design.

Dayana Domínguez Bautista, Universidad del Azuay (Ecuador)

Marketing Engineer, Universidad del Azuay, Participation in the companies in action program

Junior Achievement,  ECASA Cia. Ltda. Accounting assistant Marketing and sales advice

GPcompu Ingenieria Informatica.

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Published

2019-02-27

How to Cite

Vélez Calvo, X., Vera-Reino, J., Cabrera Espinoza, C., & Domínguez Bautista, D. (2019). Integrated marketing communication for the implementation of an inclusive culture in university education. Obra Digital, (16), 43–61. https://doi.org/10.25029/od.2019.207.16

Issue

No. 16 (2019): Challenges from the Communication for Sustainability

Section

Monographic

License

Obra Digital uses a Creative Commons International licence 4.0 

Copyright for authors

Creative Commons.org Licenses 4.0