Educational marketing. Factor of competitiveness in higher education institutions
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Keywords
educational marketing, education, institution of higher education (IES), competitiveness
Abstract
This work aims to know the Educational Marketing strategies applied by higher education institutions in the municipalities of Maicao (La Guajira) and Maracaibo (Zulia state). The approach of business ideology and the institutional lifestyle that make competitiveness possible. It was a correlational, non-experimental, transectional, field and methodical descriptive research based on statistics. The public institutions of higher education object of study for Educational Marketing strategies through the selection of the target market that can be reached, the definition of the positioning that the market said, the choice in the combination or marketing mix with which to satisfy the needs of their clients but present deficiencies related to technological means and the type of advertising they use.
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Laura Cadena Martínez, University of La Guajira
Master in Marketing Management, research professor University of La Guajira.
Karen Almanza-Vides, University of La Guajira
Magister in Finance, research professor University of La Guajira.
Marilys Ustate Perez, University of La Guajira
Master in business management and tourism organizations, research professor University of La Guajira.