Relación entre marketing y universidad. Revisión teórica y propuesta de un modelo teórico y de marketing 3.0

Autores/as

  • Luis Doña Toledo Universidad de Granada
  • Teodoro Luque Martínez Universidad de Granada

Resumen

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.

ABSTRACT

The 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.

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Citas

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Publicado

2017-12-26

Cómo citar

Doña Toledo, L., & Luque Martínez, T. (2017). Relación entre marketing y universidad. Revisión teórica y propuesta de un modelo teórico y de marketing 3.0. Revista De Estudios Empresariales. Segunda Época, (2). Recuperado a partir de https://revistaselectronicas.ujaen.es/index.php/REE/article/view/3748

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Núm. 2 (2017): Número 2/2017, Época 2

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