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

Translated title of the contribution: Models of relational marketing in education and its articulation with the university teacher

Ledy Gómez-Bayona, Carme Ferre-Pavia, Juan Pablo Arrubla Zapata

Research output: Contribution to journalArticleResearchpeer-review

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.

Translated title of the contributionModels of relational marketing in education and its articulation with the university teacher
Original languageSpanish
Pages (from-to)542-556
Number of pages15
JournalRevista Venezolana de Gerencia
Volume24
Issue number2
DOIs
Publication statusPublished - 2019

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