El enfoque de marketing como filosofía de gestión de las universidades: un marco de trabajo para orientar su aplicación

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Publicado 16-12-2019
Amaia Lafuente Ruiz de Sabando Javier Forcada Pilar Zorrilla

Resumen

El entorno universitario se ha vuelto más competitivo durante las últimas décadas y se han introducido en el sector elementos de mercado. Por esta razón, las universidades han identificado la necesidad de contar con una imagen favorable y distintiva entre sus grupos de interés. Para lograrlo, muchas han concentrado sus esfuerzos en la mejora de los programas formativos, aunque ello no se ha visto siempre correspondido en términos de una percepción más favorable entre los stakeholders. Este contexto demanda una gestión de las universidades bajo un enfoque de marketing. Sin embargo, el marketing universitario se encuentra en una fase incipiente en muchas partes del mundo y la incorporación de los principios y prácticas del marketing al ámbito de la Educación Superior cuenta con numerosas reticencias entre ciudadanos y académicos. En este artículo se exponen las razones que han podido motivar tales reticencias, cuyo origen puede estar en un mal entendimiento de la disciplina, y se propone un marco de trabajo para la gestión del marketing en las universidades orientado a facilitar la puesta en práctica de la filosofía de marketing en este tipo de organizaciones. Se trata de un esquema diseñado a partir de la integración de propuestas procedentes del marketing de servicios y del marketing corporativo en el que se destacan los aspectos sobre los que poner el foco para 1) dar respuesta a las demandas de un conjunto de  colectivos con intereses variados (e, incluso, contrapuestos) y 2) avanzar hacia el desarrollo de una percepción favorable entre los stakeholders.

Cómo citar

Lafuente Ruiz de Sabando, A., Forcada, J., & Zorrilla, P. (2019). El enfoque de marketing como filosofía de gestión de las universidades: un marco de trabajo para orientar su aplicación. Cuadernos De Gestión, 18(2), 37–58. https://doi.org/10.5295/cdg.150576al
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Keywords

Universidad, Educación Superior, imagen, orientación al marketing, orientación al mercado, gestión del marketing

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