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Managing Stakeholders' Relationships for Universities configuration as Citizens' Lifelong Learning Organizations

机译：管理利益相关者的大学配置关系作为公民终身学习组织

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In a world where knowledge has become a key resource, governments have realised the importance of developing the intellectual capital of their citizens. In this context, the topic of Lifelong learning (LL) has became of immense importance in the policies and practices of a big number of institutions in recent years. Approaching higher education institutions as service providers to the very complex net of social agents to whom they must offer effective solutions, determines the base for the application of the Stakeholders Theory and, therefore, to consider students, companies, and media as subjects to be included in this Research Project. Furthermore, a LL approach drives to the need of analysing and developing students' loyalty in whatever their life cycles stages as well as other affecting characteristics, as gender. All these can effectively be approached from the Marketing Relationship Theory framework, which usefulness has been successfully evidenced in private and public organizations, profit and nonprofit organizations, final consumers and relationships among companies (B2B). Finally, the implementation of Information Technologies (IT) to the education area is believed to be a basic innovation to facilitate individuals accessibility to Ll education. From this approach, the main objectives of this Research Project are: -To conceptualize, operationalize, and evaluate LL in the Spanish higher education system, focusing in the three main agents involved in the processes: students, companies, and communication media. -To analyse the relationships of students or users of LL education services offered by Universities, paying specific attention at the role of variables such as: perceived university image, personal values, perceived value, satisfaction, student-university identification, commitment, trust and loyalty. -To determine the degree to which the student's socio-demographic profile (gender, origin,) and the use of education IT moderate the relationships analysed. -To analyse the companies-Universities relationship, investigating its quality and nfluence on the level of participation of the companies in different activities offered by the University, as well as the moderator rol of the relationship life-cycle. -To analyse the image projected by the University in communication mass media regarding the services of LL, as well as its impact on the previous relationship framework. -To segment students of LL attending their behaviour (through their personal values) and socioeconomic variables. Qualitative research and primary data obtained through questionnaires (CATI&Web) will provide evidence about the hypotheses proposed. Several statistical multivariable analyses of the data will be employed, including causal analysis. The original value of this project relies in the framework approach, the variety of topics included as well as the hypotheses proposed in the specific context of relationships between students-universities; companies-universities and mass media-universities. Two Spanish Universities have been chosen to test the hypotheses: University of Valencia and University of Almeria, which are very much different in characteristics as size and age.
机译：在当今世界，知识已成为一个关键的资源，政府已经意识到发展本国公民的智力资本的重要性。在这种情况下，终身学习（LL）的话题，近年来已成为在政策和大的一些机构的做法极为重要。走近高等教育机构作为服务提供商的社会代理商的非常复杂的网人，他们必须提供有效的解决方案，来确定基本的利益相关者理论，因此，考虑学生，公司和媒体被列入学科的应用在这个研究项目。此外，LL方法驱动器的需求分析和开发学生的无论其生命周期阶段以及其他影响特点的忠诚度，性别的。所有这些都可以有效地从市场关系理论框架，其有用性企业（B2B）之间的成功证明了在私人和公共机构，营利性和非营利组织，最终消费者和关系接近。最后，信息技术（IT）到教育领域的实施被认为是一个基本的创新，方便个人无障碍的L1教育。从这个办法，这个研究项目的主要目标是： - 要概念化，操作化，并在西班牙的高等教育体系评估LL，在参与过程中的三个主要代理聚焦：学生，企业和通信媒介。 - 要分析由大学提供的学生或LL教育服务的用户之间的关系，应特别注意在变量等方面的作用：认为大学的形象，个人价值，感知价值，满意度，学生大学鉴定，承诺，信任和忠诚度。 - 要确定该学生的社会人口概况（性别，出身，）和使用教育程度IT缓和关系进行分析。 - 要分析公司型大学的关系，调查其在本校开设的公司在不同的活动参与程度的质量和nfluence，以及关系生命周期的主持人列伊。 - 要分析由大学关于LL的服务通信传媒投影的图像，以及其在以前的关系框架的影响。 LL的-to段学生参加他们的行为（通过自己的个人价值）和社会经济变量。定性研究和通过问卷调查（CATI及网络）获得的原始数据将提供有关建议的假设的证据。数据的统计数多变量分析将被使用，包括因果分析。该项目的初始值依赖于框架的方法，在各种主题包括，以及在学生，大学之间关系的具体情况提出的假设;企业，高校和大众媒体的大学。两名西班牙大学已经选择来测试的假设：巴伦西亚大学和阿尔梅里亚的大学，这是在特征尺寸和年龄有很大的区别。

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