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EMAC 2024 Annual


Assessing the Digital Pulse: A Comprehensive Evaluation of European Universities´Digitalization Using the IDDI Model
(A2024-119708)

Published: May 28, 2024

AUTHORS

Andrés GÓMEZ, Esic University; José Ponzoa, Universidad Complutense de Madrid (UCM)

ABSTRACT

This research introduces an analytical approach to assess universities' digital proficiency within the European Union. Employing a comprehensive model, our method gauges the extent of digitalization across HEIs. We aim to develop a refined Institutional Digitalization Development Index (IDDI) tailored explicitly to Higher Education Institutions, using a combination of decision support models and quantitative analysis techniques. Our approach leverages predictive analytics to forecast digital trends and identify opportunities for improvement. The tailored model will quantify the digital presence of EU universities and provide insights into the effectiveness of their digital marketing efforts. We will extract valuable information through rigorous quantitative analysis to guide strategic decision-making in marketing and digital transformation efforts. This study aims to provide marketing researchers and web managers with an essential tool for making data-driven decisions in an increasingly digitalized educational environment.