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- W2781249366 abstract "Las universidades aplican medidas de marketing en su gestión. La adopción de prácticas de marketing ha sido una respuesta a los múltiples cambios políticos, tecnológicos y sociales (así como un aumento de la competencia y la internacionalización) que afecta al mundo de la educación superior. En el presente trabajo se revisa el estado de la cuestión acerca de la gestión del marketing en la universidad. El objetivo es comprender la aparición y evolución de estas prácticas en la universidad y establecer un modelo conceptual que comprende cinco factores: personas, procesos, capacidades, calidad (premium) y proyección (imagen). Además, se propone un marketing de 3.0 que sirva para orientar la dirección del marketing dentro del sector de la educación superior.ABSTRACTThe universities apply marketing measures in their management. The adoption of marketing practices has been a response to the many political, technological and social changes (as well as increased competition and globalization) affecting the world of higher education. In this paper the state of the question about marketing management at the university is reviewed. The goal is to understand the emergence and evolution of these practices in college and establish a conceptual model. People, processes, capabilities, quality (premium) and projection (image): five variables within the university marketing are proposed. In addition a model of Marketing 3.0 to serve to guide the direction of marketing within the higher education sector is proposed." @default.
- W2781249366 created "2018-01-05" @default.
- W2781249366 creator A5086165279 @default.
- W2781249366 creator A5087239586 @default.
- W2781249366 date "2017-12-26" @default.
- W2781249366 modified "2023-10-18" @default.
- W2781249366 title "RELACIÓN ENTRE MARKETING Y UNIVERSIDAD. REVISIÓN TEÓRICA Y PROPUESTA DE UN MODELO TEÓRICO Y DE MARKETING 3.0" @default.
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- W2781249366 doi "https://doi.org/10.17561/ree.v0i1.3189" @default.
- W2781249366 hasPublicationYear "2017" @default.
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