La gestión de la comunicación corporativa en los colegios concertados católicos o de inspiración católica en Madrid capital

Abstract

This research is designed to answer the need of Catholic subsidized schools to differentiate themselves and to get students in a society where the birth rate lowers each year while the educational offer increases. The characteristics of this type of schools makes them vulnerable to the different educational laws and governmental policies on their funding (concierto), and dependable on the number of registrations. Due to these peculiarities, subsidized schools are increasingly aware of the need to achieve good corporate communication that may help them connect with their audiences and get new students. Effective communication can also help transmit their values and ideas and, in this way, contribute to the development of society. This study aims to contribute to an under-researched area by analysing in detail how the Catholic subsidized schools in Madrid carry out their communication. In addition, it provides a methodology that may work as a model for later studies in this field and a final proposal with guidelines for good communication.