Integrated Marketing Communications for the implementation of an inclusive culture in university education

Abstract:

One of the challenges of the universities that have declared policies of inclusion, should be the implementation of actions that support the construction of an inclusive culture. These actions could be supported in the Integrated Marketing Communications. This study sought to determine the perceptions of the university community regarding people with disabilities to generate CIM strategies that promote their inclusion and linkage. The work was done at a private university in Cuenca, Ecuador using mixed methodology. It was noted that the community still maintains mindsets that put disability on the model of deficit and perceived rights of this group as benefits. Therefore, a CIM campaign linked to the model of learning adoption is proposed, which can be a tool that facilitates the development of the institutional inclusive culture.

Año de publicación:

2019

Keywords:

Fuente:

google