Evolución del marketing en la educación superior: el capital de marca educativo

• Javier Casanoves-Boix ^[1] ; Inés Küster-Boluda ^[2]
  1. [1] Universidad Internacional de Valencia

     Universidad Internacional de Valencia

     Valencia, España

     
  2. [2] Universitat de València

     Universitat de València

     Valencia, España

     
• Localización: Esic market, ISSN 0212-1867, Nº 156, 2017, págs. 69-120
• Idioma: español
• DOI: 10.7200/esicm.156.0481.2e
• Títulos paralelos:
  • Evolution of marketing in higher education: educational brand capital
• Enlaces
  • Texto completo  1 (pdf)   2  
• Dialnet Métricas: 8 Citas
• Resumen
  • español

    A través de la presente investigación se pretende analizar el papel del capital de marca en el sector educativo superior. Para tal fin, se analizan las principales aportaciones de la literatura al estudio del capital de marca y su aplicación en el sector educativo. De esta forma, se identifican aquellas variables que determinan el capital de marca en la educación superior, introduciendo una visión del mismo como un proceso evolutivo. Con la realización del presente trabajo se pretende analizar la evolución de la educación superior y la importancia de la aplicación de estrategias de marketing adaptadas a generar diferenciación y ventaja competitiva a través del capital de marca educativo. Todo ello, con objeto de resaltar la importancia que está adquiriendo el mismo y, al mismo tiempo, conocer las prometedoras perspectivas de futuro que puede ofrecer a dicho sector.

  • English

    This research was carried out to examine the role of brand capital in higher education. Firstly, the main contributions of the literature related to the study of brand capital and its application to the educational sector were analyzed. In this way, the variables that determine brand capital in higher education were identified, establishing a view of it as an evolutionary process. Through the present work, the evolution of higher education was analyzed together with the importance of the application of marketing strategies adapted to obtain differentiation and competitive advantage through educational brand capital. This was carried out in order to highlight the importance it is acquiring and, likewise, to identify the promising future perspectives that it can offer to the industry.

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