Portuguese universities are transforming their communication, increasingly acting like brands in student recruitment. This change comes in a context where choosing a university has become a longer and more complex process.
The process of choosing a university now begins before the application and extends well beyond enrollment. This new journey is leading higher education institutions to rethink their communication and marketing strategies.
Universities are engaged in a new battle for students' attention, competing not only on academic quality, but also on how they present themselves and communicate with potential students.
