Promotion of sustainability in higher education institutions: ISCTE-IUL

• Autor(a) principal: Nóbrega, Lia Barbieri da
• Data de Publicação: 2017
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/15780
• topic: Sustainability; Marketing; Higher education institutions; Communication; ISCTE-IUL - Instituto Superior de Ciências do Trabalho e da Empresa - Instituto Universitário de Lisboa; Sustentabilidade; Marketing social; Estratégias de comunicação; Ensino superior

This project aims to empower ISCTE-IUL's promotion of sustainability through a social marketing approach where an integrated marketing communication strategy is used to reach internal and external audiences. At this point, digital marketing represents a considerable part of the communication action plan along with direct marketing and public relations. Seeking to develop and integrate marketing concepts with other approaches, social marketing aims to influence behaviours that benefit individuals and communities for a greater social good - which in this study is sustainable development. However the change of behaviours and attitudes demands an emotional link where individuals recognize a benefit with that adjustment. The involvement of people in sustainable-related activities as well as in discussion is proved to be a key factor to successful engagement with the subject.