Knowledge of the value generated within Higher Education institutions is of great interest for various agents, in particular managers, as well as governments and society. University missions and their scope complicate any comparable measurement of the effects they may have. Perhaps the most adequate term for it and one that includes simple economic impact is value. This study is centered on the estimation of the economic impact of the University of Granada (UGR) in the short term. Using a methodology based on the input-output framework and multipliers, the total (direct, indirect and induced) effects of UGR on production, income and employment are quantified, differentiating between economic sectors. The total impact of UGR is 3.2 times the expenditure of the agents linked to the activities of the university, which implies that each Euro invested by the government was converted into 7.1 Euros. Its effect on total production surpassed two-thousand million Euros, with an income of one-thousand million Euros and over twenty-five thousand equivalent jobs. Quantification of the impact is a measure of the importance of UGR to the local area and the performance of public-sector investment in higher education.

The opinions of students constitute valuable information to be taken into account in university management. In this study, university satisfaction is analyzed, by means of a proxy variable (intention to repeat the same university course) following a holistic approach that analyses its relation with socio-demographic characteristics of the university, university experience, and information on postgraduates and their employment situation. Data from the Instituto de Estadistica Nacional de España (National Institute of Statistics of Spain) are employed, with a sample of over 30,000 graduates. Graduate satisfaction profiles are identified using the classification tree technique, as are the variables with greater discriminatory power that explain the intention of a student to repeat the same university course (employment situation, geographical zone, scientific discipline, and scholarships, particularly Erasmus grants); as well as the segments of university graduates. The information leads us to present recommendations for taking decisions in the field of education, general policy, territorial policy, and the management of each university.

El turismo de montaña, que incluye estaciones de esquí y áreas naturales protegidas, ha de buscar un equilibrio entre satisfacer las necesidades de los visitantes y el respeto al medio ambiente. En dicha búsqueda, el marketing puede desempeñar un importante papel. Este trabajo trata de responder a la falta de estudios sobre la aplicación del marketing en las actividades de turismo de montaña y, en particular, en la comunicación en redes sociales comparando la aplicación y la percepción que se tiene del marketing en las estaciones de esquí con los parques naturales. Para ello, se ha realizado una auditoría de marketing preguntando a directivos y técnicos de unos y otros, y se han analizado 26 indicadores de redes sociales (Twitter y Facebook). Las estaciones de esquí presentan un mayor enfoque al marketing salvo en aspectos relativos al impacto ambiental. Los resultados muestran la diferente sensibilidad y los aspectos donde hay mayor divergencia, distinguiendo por el grado de importancia como por el grado de adecuación que se les otorga mediante la matriz de importancia-adecuación. También es mayor el dinamismo en redes sociales de las estaciones de esquí.

Natural Protected Areas face the challenge of conciliating attractions with satisfaction of their different stakeholders without compromising their own resources. Marketing can play an important role to this challenge from a macromarketing perspective. No studies are found in the literature on the integral assessment of marketing practices in Natural Protected Areas. For the first time, it proposes a marketing audit in Natural Protected Areas to fill that gap applying the Importance-Performance Analysis matrix, useful in strategic decisions, through interviews with directors of Natural Protected Areas. The main strengths, weaknesses, and deficits in the application of marketing are identified. The presence of a restricted and biased attitude towards marketing was noted among directors. In addition, the marketing behaviour is studied in two of the main social networks (Twitter/Facebook), comparisons were established in the USA, Spain, Italy and Mexico, identifying behavioural profiles in five groups in accordance with the 26 indicators under analysis.