University rankings have become more popular and represents an emergent topic (Hazelkorn, 2011; Dill, 2005; Albach, 2012; Tomàs Folch & Castro,2015) .Consequently, this research study the role of rankings in the marketing strategy four metropolitan Catalan universities and how this universities apply their international positions through their official webpage for answering this questions:
- How do these Catalan universities use their rankings positions in their marketing strategies for better competing?
- What are the outcomes for the 4 mentioned Catalan universities, by highlighting their rankings positions through their official website?
General objective of this study is to analyze, the role of rankings and to describe how effectively the website indicators such as: technical, marketing and rankings have been applied by those mentioned Catalan universities in their official website for burnishing their images among others as the main instruments for competing in the global markets.
The methodology of this study is a mixed combination of both qualitative and quantitative methods. It is about studying the role of rankings in the marketing strategy of the mentioned Catalan university and how universities implement their international ranking position through their website for better presentation and manifestation. To do this, three instruments will be applied: a web analysis guideline, interviews with communication and promotion department of each Catalan universities and a questionnaire of 558 PhD and master students.
The responses of majority of students show that most of the students have made their selection of their university, based on the rankings position. Universities with a better rankings position could attract more elite students. In addition, universities that have the web page with the best design and more notifications of rankings could attract and get more students and researchers than other universities. However, it is observable that the PhD students regarded the importance of rankings more than the Master students.
Finally, according to the responses and interviews, it has been reached to this conclusion that now a day; rankings play a very important role between the universities. The ranking provides and manifest information to the public, students, elites, researchers. Therefore, the marketing strategies is involved with the design and ranking positions of the universities in their webpage which play a very important role in the university management.