Colleges and schools in today??s competitive marketplace must not only be cognizant of student and faculty recruitment, but also of their positioning in rankings. This thesis seeks to determine how the use of strategic communications can play a role in increasing student applications, the quality of student applications and funding resources; thereby, increasing their rank as determined by the U.S. News and World Report. It is believed that an in-depth strategic communications plan committed to paper, and resourced properly, can increase each of these areas. Specifically, this research examined the top 50 ranked schools in public affairs to determine the relationship between top ranked schools and their communications departments and each of their uses of strategic communications as defined as the long-term planning, implementation and research of the use of public relations, marketing, and advertising.

Made available in DSpace on 2016-04-04T18:33:16Z (GMT). No. of bitstreams: 1 HENRIQUE DA SILVA LOURENCO.pdf: 2848034 bytes, checksum: 2a911a2ad77a2f6a8103715f0138d28c (MD5) Previous issue date: 2014-02-26 / This work falls within the field of research on educational assessment and focuses on the study of the resulting classifications of the Guia do Estudante (GE), published by Editora Abril. The dearth of research focused on the study of this problem becomes relevant, in that it aims to understand how the process of reporting the results obtained by Brazilian universities - public and private (with or nonprofit) occurs in the Award in Best Universities of GE, in the years 2012 and 2013, before the university community and society in general. This is a quantitative and qualitative research, of bibliographical nature, marked by the content analysis of sources of institutional origin, trying to know the communication strategies adopted by universities as regards the results obtained in the Best Universities GE Award. For this, understanding the process of institutional communication that originates from the GE ratings requires that seek the understanding of the place occupied by the rankings in contemporary higher education, as alleged inducing elements of quality and institutional distinction, identifying, analyzing and comparing communication strategies adopted among different segments university, from the performance in that ranking, trying to identify similarities, differences and convergences. This study is contextualized in two bibliographic-documentary surveys: one of theoretical nature and another of empirical nature. The theoretical survey is based on trying to understand how to position the main authors around policy-focused review rankings as well as policies for large-scale and unofficial rankings and concerning the internationalization of universities. The empirical survey is based on two phases: the first conducts a survey via institutional websites of universities seeking communication/advertising material about positions occupied in GE; the second phase was held on the occasion own collection of Editora Abril, where was collected editions dealing with reviews of GE. The survey results indicate that the GE had several methodological issues throughout their changes, as well as have emerged a series of ratings (rankings). The standardization of rankings GE emerged only with the "Best Universities Award". The presence of a ranking as the GE demonstrated its compliance with respect to the global movement for a culture of ranking. A content analysis of institutional materials revealed certain differences, especially in terms of marketing between public and private institutions, as well as, demonstrated the use of rankings in marketing education in view of the importance that the segments assign to the ranking of GE. / A presente disserta??o se enquadra no campo das pesquisas em avalia??o educacional e tem foco no estudo das classifica??es advindas do Guia do Estudante (GE), publicada pela Editora Abril. A escassez de pesquisas voltadas ao estudo da problem?tica torna relevante a presente investiga??o, na medida em que se pretende compreender como ocorre o processo de comunica??o dos resultados obtidos pelas universidades brasileiras p?blicas e particulares (com ou sem fins lucrativos) no Pr?mio Melhores Universidades do GE nos anos de 2012 e 2013, perante a comunidade universit?ria e a sociedade em geral. Trata-se de uma pesquisa quantitativa e qualitativa, de natureza bibliogr?fica, marcada pela an?lise de conte?do de fontes de origem institucional, tentando conhecer as estrat?gias de comunica??o adotadas pelas universidades no tocante aos resultados obtidos no Pr?mio Melhores Universidades do GE. Para tanto, compreender o processo de comunica??o institucional que se origina das classifica??es do GE exige que se busque o entendimento acerca do lugar ocupado pelos rankings na educa??o superior contempor?nea, como supostos elementos indutores de qualidade e de distin??o institucional, identificando, analisando e comparando as estrat?gias de comunica??o adotadas entre os diferentes segmentos universit?rios, a partir do desempenho no referido ranking, tentando identificar semelhan?as, diferen?as e converg?ncias. Este estudo se contextualiza em dois levantamentos bibliogr?ficos-documentais, um de cunho te?rico e outro de cunho emp?rico. O te?rico fundamenta-se na tentativa de compreender como se posicionam os principais autores em torno de pol?ticas de avalia??o focadas nos rankings, bem como de pol?ticas de larga escala e de rankings n?o oficiais e a respeito da internacionaliza??o das universidades. O emp?rico fundamenta-se em duas fases: a primeira realiza um levantamento via sites institucionais das universidades buscando material de comunica??o/publicidade que tratem das posi??es ocupadas no GE; e a segunda foi realizado no pr?prio acervo da Editora Abril ocasi?o em que se coletou as edi??es que tratam das avalia??es do GE. Os resultados da pesquisa indicam que o GE apresentou diversas mudan?as metodol?gicas ao longo de suas edi??es, assim como tamb?m foram surgindo uma s?rie de classifica??es (rankings). A padroniza??o dos rankings do GE emergiu apenas com o Pr?mio Melhores Universidades . A presen?a de um ranking como o do GE demostrou sua conson?ncia com rela??o ao movimento global em prol de uma cultura de ranqueamento. A an?lise do conte?do dos materiais institucionais revelou certas diferen?as, principalmente, em termos de marketing entre institui??es p?blicas e privadas, bem como, demonstrou o uso mercadol?gico dos rankings na educa??o tendo em vista a import?ncia que os segmentos atribuem ao ranqueamento do GE.

Submitted by SBI Biblioteca Digital (sbi.bibliotecadigital@puc-campinas.edu.br) on 2018-12-18T12:44:05Z No. of bitstreams: 1 Armando Gon?alves.pdf: 5332190 bytes, checksum: 448d95c5ed88794f5d3a51515e91ba1d (MD5) / Made available in DSpace on 2018-12-18T12:44:05Z (GMT). No. of bitstreams: 1 Armando Gon?alves.pdf: 5332190 bytes, checksum: 448d95c5ed88794f5d3a51515e91ba1d (MD5) Previous issue date: 2017-10-11 / Academic rankings, indexes, and international, regional and national classifications are phenomena present in higher education since the 20th century and have been expanding in the 21st century with the presence of the global rankings of Shanghai University and the British newspaper The Times. Brazil participates intensively in this trend, both following the performance of its higher education institutions (IES) in the global rankings and producing its national public rankings, from the indicators of the National System of Evaluation of Higher Education (SINAES), and private, as those of the Student Guide (GE) and the University University Ranking (RUF). However, the country has previously had a pioneering academic ranking at the national level of IES, which was published for 19 consecutive years, in a monthly magazine of high circulation of Editora Abril: the ranking Best Faculty of Brazil (RMFB) of Playboy. This research aimed to investigate the trajectory of the RMFB private academic ranking of Editora Abril in the Playboy magazine, from conception to its closure, between the years of 1981 and 2000. In view of the still reduced specific literature in Brazil, this research was contextualized in a state of the art regarding academic rankings and their implications for HEIs around the world, in the light of international scientific literature, which subsidized the understanding of the role of academic rankings for higher education systems, studied the trajectory of the published RMFB by the Brazilian Playboy magazine, identified the main moments of its public trajectory, from its conception in 1981 until its closure in the year 2000, verified aspects of Brazilian higher education present in the reports associated with the RMFB, observed the pioneering of this national academic ranking in Brazil and in the world, and finally raised the methodological aspects and analyzed its main published results along the RMFB trajectory. It is a fundamentally qualitative research that has carried out a methodological triangulation between bibliographical and documentary analyzes and also through semistructured interviews, articulated in order to produce a greater analytical completeness of the phenomenon studied to reach the research objectives. As conclusions of this work we have observed academic rankings expanding in quantity and relevance since the 1980s to our days and all over the world, Brazil as having the first national academic ranking through the Playboy RMFB while the scientific literature still attributes this fact to the US News magazine's America's Best Colleges (RABC) ranking, the journal's team with extensive dialogue with the main actors of Brazilian higher education, and the ranking tables published by this ranking demonstrating a dominance of the University of S?o Paulo ( USP) in the first places of the courses surveyed in most of the 19 editions of the RMFB. / Rankings acad?micos, ?ndices e tabelas classificat?rias internacionais, regionais e nacionais s?o fen?menos presentes na educa??o superior desde o s?culo XX e que v?m se expandindo neste s?culo XXI, com a presen?a dos rankings globais da Universidade de Shangai e do jornal brit?nico The Times. O Brasil participa intensamente desta tend?ncia, tanto acompanhando o desempenho de suas institui??es de ensino superior (IES) nos rankings globais quanto produzindo seus rankings nacionais p?blicos, a partir dos indicadores do Sistema Nacional de Avalia??o da Educa??o Superior (SINAES), e privados, como os do Guia do Estudante (GE) e do Ranking Universit?rio Folha (RUF). No entanto, o pa?s teve anteriormente um ranking acad?mico pioneiro em ?mbito nacional de IES, que foi publicado por 19 anos consecutivos, em uma revista mensal de elevada tiragem da Editora Abril: o ranking Melhores Faculdade do Brasil (RMFB) de Playboy. Esta pesquisa teve como objetivo geral investigar a trajet?ria do ranking acad?mico privado RMFB da Editora Abril na revista Playboy, desde sua concep??o at? seu encerramento, entre os anos de 1981 a 2000. Diante da ainda reduzida literatura espec?fica no Brasil, esta pesquisa foi contextualizada em um estado da quest?o a respeito dos rankings acad?micos e de suas implica??es para as IES em todo o mundo, ? luz da literatura cient?fica internacional, que subsidiou o entendimento do papel dos rankings acad?micos para os sistemas de educa??o superior, estudou a trajet?ria do RMFB publicado pela revista Playboy brasileira, identificou os principais momentos de sua trajet?ria p?blica, desde sua concep??o em 1981 at? seu encerramento no ano 2000, verificou aspectos da educa??o superior brasileira presentes nas reportagens associadas ao RMFB, observou o pioneirismo deste ranking acad?mico nacional no Brasil e no mundo e, finalmente, levantou os aspectos metodol?gicos e analisou seus principais resultados publicados ao longo da trajet?ria do RMFB. Trata-se de uma pesquisa fundamentalmente qualitativa e que realizou uma triangula??o metodol?gica entre an?lises bibliogr?ficas, documentais e tamb?m por meio de entrevistas semiestruturadas, articuladas de forma a produzir uma maior completude anal?tica do fen?meno estudado para atingir os objetivos da pesquisa. Como conclus?es desse trabalho observou-se os rankings acad?micos expandindo-se em quantidade e relev?ncia desde a d?cada de 1980 at? nossos dias e por todo o mundo, o Brasil como tendo o primeiro ranking acad?mico nacional por meio do RMFB da Playboy enquanto a literatura cient?fica ainda atribui esse fato ao ranking America?s Best Colleges (RABC) da revista U.S. News, a equipe da revista com amplo di?logo junto aos principais atores da educa??o superior brasileira, e as tabelas classificat?rias publicadas por esse ranking demonstrando uma domin?ncia da Universidade de S?o Paulo (USP) nos primeiros lugares dos cursos pesquisados na maior parte das 19 edi??es do RMFB.

Tesis por compendio / [ES] Esta tesis doctoral tiene como objetivo general analizar la influencia de los Sistemas de Medición del Desempeño (SMD) en actividades de exploración y explotación del conocimiento en Instituciones de Educación Superior (IES) de Iberoamérica. El objeto de estudio son los SMD desde una perspectiva de gestión. La sociedad se enfrenta a cambios sin precedentes en la economía y en la gestión de las organizaciones, las cuales se basan en el conocimiento como el motor de cambio más poderoso. Constantemente se amplía y crea conocimiento que es aplicado en la producción de bienes y servicios a un ritmo cada vez más acelerado. De esta manera, el conocimiento en continua evolución cada vez más acelerada se convierte en un recurso estratégico para el desarrollo, lo que trae consigo que se exija mucho más de las universidades dada su capacidad de creación y absorción de conocimiento. Hoy en día las universidades amplían su misión tradicional basada en la docencia e investigación, convirtiéndose en centros de no sólo de creación, sino también de transferencia, transformación y distribución del conocimiento. Sin embargo, sin una adecuada gestión, el conocimiento puede quedar circunscrito solo a la exploración (la búsqueda de nuevas ideas), en lugar de llagar a tener un resultado en la explotación (transferencia de tecnologías). Para adecuarse a las demandas actuales y mejorar sus resultados en áreas tan importantes como la docencia, investigación y trasferencia de tecnología, las universidades necesitan herramientas adecuadas de gestión, entre las que se encuentran los SMD. Esta tesis analiza los SMD en las universidades para la gestión de la explotación y exploración del conocimiento a través de tres estudios. El primer estudio se titula "Ambidexterity in entrepreneurial universities and performance measurement systems" e incluye una revisión sistemática de la literatura que analiza la exploración y la explotación del conocimiento en las universidades que apoyan la innovación y el emprendimiento en su entorno. El segundo estudio, Influence of the balanced scorecard on the science and innovation performance of Latin American universities tiene como objetivo principal analizar la influencia del Cuadro de Mando Integral (CMI) sobre el desempeño de las universidades latinoamericanas en materia de investigación e innovación. El tercer estudio presentado se titula University-industry collaboration and absorption capacity in knowledge creation in Latin America. Este estudio explora las relaciones causales que condicionan la creación de conocimiento en Latinoamérica. Para finalizar se presentan las conclusiones generales de la investigación. En primer lugar, esta investigación presenta un enfoque novedoso de la evaluación del desempeño universitario al dar una visión multifacética que incluye el desempeño investigador, la transferencia tecnológica y el desempeño académico como resultados de la exploración y la explotación del conocimiento. En segundo lugar, el análisis pone de manifiesto que la colaboración U-I puede jugar un papel central en economías en vías de desarrollo, las cuales no tienen la capacidad de liderar el desarrollo tecnológico, pero al menos pueden absorber el conocimiento existente y aplicarlo en su contexto industrial y emprendedor para obtener progreso económico. En tercer lugar, el estudio describe los elementos del SMD que pueden conducir a un desempeño ambidiestro de las universidades. Los resultados sugieren que las universidades deben implementar estrategias, estructuras, sistema de indicadores y sistemas de recompensas que tenga como objetivo potenciar las actividades de exploración y explotación de manera coordinada. Este estudio enfatiza la importancia del sistema de indicadores como condición necesaria para la exploración y la explotación del conocimiento. Por lo tanto, para la ambidestreza universitaria, un sistema de indicadores que refleje medidas de exploración y explotación es de vital importancia. / [CA] Aquesta tesi doctoral té com a objectiu general analitzar la influència dels Sistemes de Mesurament de l'Acompliment (SMA) en activitats d'exploració i explotació del coneixement a Institucions d'Educació Superior (IES) d'Iberoamèrica. L'objecte d'estudi són els SMA des d'una perspectiva de gestió. La societat s'enfronta a canvis sense precedents a l'economia i a la gestió de les organitzacions, les quals es basen en el coneixement com el motor de canvi més poderós. Constantment s'amplia i crea coneixement que és aplicat a la producció de béns i serveis a un ritme cada vegada més accelerat. D'aquesta manera, el coneixement en contínua evolució cada cop més accelerada es converteix en un recurs estratègic per al desenvolupament, cosa que comporta que s'exigisca molt més de les universitats atesa la seva capacitat de creació i absorció de coneixement. Hui en dia les universitats amplien la seua missió tradicional basada en la docència i la investigació, convertint-se en centres de no només creació, sinó també de transferència, transformació i distribució del coneixement. La universitat té un paper determinant en el desenvolupament de recerques que donen suport activament als interessos de la indústria i la societat a través de la transferència tecnològica. No obstant això, sense una gestió adequada, el coneixement pot quedar circumscrit només a l'exploració (la recerca de noves idees), en lloc de arribar a tenir un resultat a l'explotació (transferència de tecnologies). Per adequar-se a les demandes actuals i millorar els seus resultats en àrees tan importants com la docència, investigació i transferència de tecnologia, les universitats necessiten eines adequades de gestió, entre les quals hi ha els SMA. Aquesta tesi analitza els SMA a les universitats per a la gestió de l'explotació i l'exploració del coneixement a través de tres estudis. El primer estudi es titula "Ambidexterity in entrepreneurial universities and performance measurement systems" i inclou una revisió sistemàtica de la literatura que analitza l'exploració i l'explotació del coneixement a les universitats que donen suport a la innovació i l'emprenedoria al seu entorn. El segon estudi, "Influence of the balanced scorecard on the science and innovation performance of Latin American universities", té com a objectiu principal analitzar la influència del Quadre de Comandament Integral (CMI) sobre l'exercici de les universitats llatinoamericanes en matèria de recerca i innovació. El tercer estudi presentat es titula "University-industry collaboration and absorption capacity in knowledge creation in Latin America". Aquest estudi explora les relacions causals que condicionen la creació de coneixement a Llatinoamèrica. Per finalitzar es presenten les conclusions generals de la investigació. En primer lloc, aquesta investigació presenta un enfocament nou de l'avaluació de l'exercici universitari en donar una visió multifacètica que inclou l'exercici investigador, la transferència tecnològica i l'exercici acadèmic com a resultats de l'exploració i l'explotació del coneixement. En segon lloc, l'anàlisi posa de manifest que la col·laboració U-I pot jugar un paper central en economies en vies de desenvolupament, les quals no tenen la capacitat de liderar el desenvolupament tecnològic, però almenys poden absorbir el coneixement existent i aplicar-lo en el context industrial i emprenedor per a obtenir progrés econòmic. En tercer lloc, l'estudi descriu els elements de l'SMA que poden conduir a un exercici ambidiestre de les universitats. Els resultats suggereixen que les universitats han d'implementar estratègies, estructures, sistema d'indicadors i sistemes de recompenses que tinga com a objectiu potenciar les activitats d'exploració i explotació de manera coordinada. Aquest estudi emfatitza la importància del sistema d'indicadors com a condició necessària per a l'exploració i l'explotació del coneixement. / [EN] The general objective of this doctoral thesis is to analyze the influence of Performance Measurement Systems (PMS) in activities of knowledge exploration and exploitation in Higher Education Institutions (HEI) in IberoAmerica. The object of study is the PMS from a management perspective. Society is facing unprecedented changes in the economy and in the management of organizations, which are based on knowledge as the most powerful engine of change. Knowledge is constantly created and expanded and is applied in the production of goods and services at an ever-accelerating rate. In this way, knowledge in continuous increasingly accelerated evolution becomes a strategic resource for development, which means that the role of universities in society gains relevancegiven their capacity to create and absorb knowledge. Today, universities are expanding their traditional mission based on teaching and research, becoming centers not only for creation, but also for the transfer, transformation and distribution of knowledge. However, without proper management, knowledge can be confined to exploration (the search for new ideas), instead of having a result in exploitation (technology transfer). To adapt to current demands and improve their results in areas as important as teaching, research and technology transfer, universities need adequate management tools, among which are the PMS. This thesis analyzes the PMS in the universities for the management of the knowledge exploitation and exploration through three studies. The first study is entitled "Ambidexterity in entrepreneurial universities and performance measurement systems" and includes a systematic review of the literature that analyzes exploration and exploitation in universities that support innovation and entrepreneurship in their environment. The second study, "Influence of the balanced scorecard on the science and innovation performance of Latin American universities", has as its main objective the analysis of the influence of the Balanced Scorecard on the performance of Latin American universities in terms of research and innovation. The third study presented is entitled "University-industry collaboration and absorption capacity in knowledge creation in Latin America". This study explores the causal relationships that condition the creation of knowledge in Latin America. Finally, the general conclusions of the research are presented. First of all, this research presents a novel approach to the evaluation of university performance by giving a multifaceted vision that includes research performance, technology transfer and academic performance as results of the exploration and exploitation of knowledge. Second, he analysis shows that U-I collaboration can play a central role in developing economies, which do not have the capacity to lead technological development, but can at least absorb existing knowledge and apply it in their industrial and entrepreneurial context to obtain economic progress. Third, the study describes the elements of PMS that can lead to an ambidextrous performance of universities. The results suggest that universities should implement strategies, structures, indicator systems and reward systems that aim to promote exploration and exploitation activities in a coordinated manner. This study emphasizes the importance of the indicators system as a necessary condition for the effective exploration and exploitation of knowledge. Therefore, for university ambidexterity, a system of indicators that reflects exploration and exploitation measures is of vital importance. / This work was supported by National Counsel of Technological and Scientific Development (CNPq), Brazil [304618/2019-5]. / García Hurtado, D. (2022). Estudio comparativo de los Sistemas de Control en el contexto estratégico de las Instituciones de Educación Superior en Iberoamérica [Tesis doctoral]. Universitat Politècnica de València. https://doi.org/10.4995/Thesis/10251/185901 / Compendio