Orientación al mercado en las universidades Privadas. Caso: Universidad de Boyacá
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Perilla Sandoval, María Fernanda
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Trabajo de grado - Maestría
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EspañolFecha de publicación
2017-10-06
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La cuestión de la orientación al mercado de las Instituciones de Educación Superior se halla en el centro del análisis y el debate contemporáneos sobre los sistemas y las políticas universitarias. Este estudio se basa en la siguiente pregunta: ¿Cómo es la orientación al mercado en las universidades privadas? Y para dar respuesta a esta, la investigación tiene como objetivo principal caracterizar la orientación al mercado (marketing) en instituciones privadas de educación superior, tomando concretamente como caso de estudio la Universidad de Boyacá. La literatura aborda desde diferentes puntos de vista la orientación al mercado y la educación superior, permitiendo analizar la temática y determinar la manera como se aborda el estudio. Mediante un análisis del comportamiento y de la funcionalidad del marketing educativo y la orientación al mercado se contrasta la información recolectada con los resultados obtenidos de la aplicación de la escala Markor ajustada a Instituciones de Educación Superior, concluyendo que la orientación al mercado en la Universidad de Boyacá está dirigida a la generación de la información, aunque también se enfoca a la diseminación de la información y a la capacidad de respuesta, sin embargo éstos últimos deben ser abordados en una mayor medida
Abstract: Market orientation of higher education institutions can be found in the middle of a contemporary debate and analysis about university systems and policy. This paper aims to answer the following question: What is market orientation of private universities? In order to do so, the main objective is to characterize market orientation (marketing) of private higher education institutions. Universidad de Boyaca will be the case study for this research. Market orientation and higher education are addressed from different points of view in the literature, allowing for analysis of the topics as well as different ways this study can be carried out. Through an analysis of behavior and functionality of educational marketing analysis as well as the market orientation, it is possible to contrast the collected information with the results obtained from the application of the MARKOR Scale. The scale has been adjusted to higher education institutions, concluding that the market orientation of Universidad de Boyaca is directed towards the information generation; although there is also a focus on the dissemination and responsiveness of the information, nonetheless, the aforementioned must be addressed to a larger extent.
Abstract: Market orientation of higher education institutions can be found in the middle of a contemporary debate and analysis about university systems and policy. This paper aims to answer the following question: What is market orientation of private universities? In order to do so, the main objective is to characterize market orientation (marketing) of private higher education institutions. Universidad de Boyaca will be the case study for this research. Market orientation and higher education are addressed from different points of view in the literature, allowing for analysis of the topics as well as different ways this study can be carried out. Through an analysis of behavior and functionality of educational marketing analysis as well as the market orientation, it is possible to contrast the collected information with the results obtained from the application of the MARKOR Scale. The scale has been adjusted to higher education institutions, concluding that the market orientation of Universidad de Boyaca is directed towards the information generation; although there is also a focus on the dissemination and responsiveness of the information, nonetheless, the aforementioned must be addressed to a larger extent.