A proactive market orientation for the postgraduate programs

• Agustín Peralt Rillo ^[2] ; Gabriela Ribes-Giner ^[1]
  1. [1] Universidad Politécnica de Valencia

     Universidad Politécnica de Valencia

     Valencia, España

     
  2. [2] Departamento de Organización de Empresa,Universidad Europea de Valencia.Valencia.España
• Localización: Dirección y organización: Revista de dirección, organización y administración de empresas, ISSN 1132-175X, Nº 50, 2013, págs. 37-47
• Idioma: inglés
• DOI: 10.37610/dyo.v0i50.430
• Enlaces
  • Texto completo
• Dialnet Métricas: 1 Cita
• Resumen
  • español

    El presente estudio pretende ayudar a las universidades a desarrollar una orientación proactiva hacia el mercado como precedente de una política de innovación exitosa para sus programas máster, a través de una revisión sistemática de los conceptos de «orientación proactiva hacia el mercado del postgrado» y su correspondiente «proceso de toma de decisiones y elección».

    El modelo de proceso de elección será el marco perfecto para facilitar reflexiones sobre consumidores (estudiantes adultos), compañías (empleadoras o facilitadoras de alumnos), universidades y todas las posibles relaciones que existan relacionadas con la orientación proactiva hacia el mercado y sus consecuentes estrategias en la búsqueda de una política de innovación exitosa.

    Por lo tanto, esta investigación realiza una significante contribución al conocimiento en el área de la orientación al mercado como un precedente para la innovación en las instituciones educativas. Esta filosofía de orientación proactiva hacia el mercado puede ayudar a las universidades, sus administradores, sus directivos y sus recruiters a adaptar sus estrategias de marketing y su correspondiente política de innovación para poder diferenciarse de la competencia en un sector tan complejo como el de la educación de postgrado

  • English

    The present study aims to help universities to develop a proactive market orientation as the precedent for a successful innovation policy for their postgraduate programs through a deep review of the concepts of “proactive market orientation” of the postgraduate market and its relative “postgraduate decision-making process”.

    This ‘decision-making process model’ will be the perfect framework which will facilitate different reflections about customers (adult students), companies (employers) and universities and all their possible interactions which can exist under a “proactive market orientation” and the consequent strategies for a successful innovation policy.

    Therefore, this research makes a significant contribution to the body of knowledge in this important area of market orientation as a precedent for innovation for educational institutions This proactive market research philosophy can assist the University, administrators, managers and recruiters in adapting their marketing strategies and their related innovation policy in order to differentiate from the competition in a complex sector like the postgraduate education one

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