University marketing and social responsability: the University of Alcalá de Henares

Abstract

Today the marketisation of Higher Education and universities globally is a fact. At the same time, there has been a paradigm shift in the conceptualization of the Corporate Social Responsibility throughout the generalization of the term and it has emerged a new line of research considering social responsibility in other organizations beyond big enterprises that is the analysis of responsibility in public administration institutions.

Linking both topics, the purpose of this case study is to present the University of Alcalá de Henares, a reputated public university in Spain. The case focuses in how the selected university is practicing marketing for their students and for society as a hole and, how it is becoming more international and more digital to satisfy its principal stakeholders.