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A context of increased competition between higher education institutions (HEIs) for attracting potential national and international students has led universities to implement marketing communication strategies. Those strategies which are used to some extent include, among others, interactive inbound marketing. The purpose of the present exploratory study is to identify how HEIs can develop to improve their image and awareness by using new interactive marketing communication tools mediated by the student's decision-making process. To conduct our investigation, we used both a qualitative (seven semi-structured interviews) and a quantitative survey (n = 121) methodology. Based on data analysis, we found that among the areas investigated, interactive marketing communication tools have a great impact on postgraduate students' decision-making process with a corresponding change of perception of the university and attitudes towards the brand. Therefore, even unknown universities with a limited budget can increase their brand awareness and brand image for prospective and current students by using such tools.

The Technical University of Catalonia (UPC), the National Metrology Institute of Germany (PTB) and the German Federal Office for Radiation Protection (BfS) have analysed the response of a 50 mm × 50 mm (diameter × height) NaI and a 38 mm × 38 mm CeBr 3 scintillator, and a 1500 mm3 CZT semiconductor airborne spectrometric detector mounted on Unmanned Aerial Systems (UAS) in a comparison campaign carried out at the aerial site of Mollerussa (Spain). The decision thresholds that indicate the presence of artificial radioactivity are calculated for the count rates in the low energy region of the spectra, the man-made count rates and the ambient dose equivalent rates from the background flights performed at altitudes ranging between 10 m and 60 m. The capability of the different airborne systems to detect and determine the activity of 345 MBq 137Cs point source at different flight altitudes are compared. Finally, the airborne systems show the ability to localize the 137Cs point source by flying in parallel lines at 10 m, 20 m and 40 m heights. • An optimum flight altitude of around 20 m is determined from the UAS comparison. • MMGC method is suitable to detect artificial radionuclides using UAS. • Decision thresholds are used to indicate the presence of artificial radionuclides. • Altitude and spectrum counts are the main contributions to detection uncertainty. [ABSTRACT FROM AUTHOR]