Modelos de mercadeo relacional en educación: articulación con el docente universitario

Abstract

In recent times, phenomena such as globalization have led to the creation of new ways of relating in the educational context to generate value in the perception of each institution. That is why, based on this research, the aim is to identify the relational marketing models that have been applied in some Higher Education Institutions to understand what their main analysis variables are and how they have involved the teacher. To achieve this, the literature review methodology is used and as a result there are eighteen marketing models with a relational approach, concluding that they have focused on different audiences such as students, graduates and industry, but the application to teachers as the subject of the model It has been scarce.

estrategia de marketing relacional en los procesos de admisión universitarios durante la pandemia

“…Así, la situación develó en el Perú la desigualdad en el servicio y la calidad educativa que va relacionada a temas como cobertura, ubicación, gestión de las instituciones, infraestructura y tecnología (Gómez y Escobar, 2021). Gómez et. al, (2019) Por lo tanto, potenciar las estrategias de marketing relacional dentro del sector educativo se vuelve indispensable para conectar con sus potenciales postulantes.…”