Perception of brand image and new learning spaces. A case study of the new ESIC Madrid Training Center

In an increasingly changing and uncertain context, learning spaces are becoming a point of reference for students. Places where knowledge can be acquired, as well as serving as a vehicle for the development of the skills demanded by the productive sector, and which are key to the brand image of the Higher Education Institutions that implement them. ESIC Business & Marketing School, in Pozuelo de Alarcon, Madrid, has recently inaugurated totally innovative educational facilities. The aim of this work is to demonstrate that they can become a key factor in the perception of its brand image by most of its target audience, the students of Higher Vocational Training. To this end, a qualitative study has been carried out of the published literature on issues such as university brand image, innovative learning spaces and their role in the perception of the image of the institutions that implement them, among others. In addition, a quantitative analysis was carried out on a sample of 162 students in the second year of the different Higher Vocational Training Diplomas at ESIC Madrid. The results obtained after this mixed analysis allow us to reject the Null Hypothesis, accept the Alternative Hypothesis and, therefore, consider the objective to have been achieved.