La planificación del mercado en los estudios de cuarto nivel: una aproximación de mezcla de mercadeo

• Autores: Jesús Cendrós Guasch
• Localización: Telos: Revista de Estudios Interdisciplinarios en Ciencias Sociales, ISSN-e 2343-5763, ISSN 1317-0570, Vol. 3, Nº. 1, 2001, págs. 47-63
• Idioma: español
• Títulos paralelos:
  • Market planning in graduate level studies: An approach as to market mix
• Enlaces
  • Texto completo (pdf)
• Resumen
  • español

    La creciente competencia entre las instituciones educativas superiores en Venezuela, particularmente en los estudios de cuarto nivel, exige el uso de la planificación estratégica del mercado. En el presente trabajo, se realiza una investigación de las experiencias y elementos conceptuales que deben asociarse desde el punto de vista de mercadeo con la educación de cuarto nivel. Se hace una revisión de los autores más connotados en materia de mercadeo y educación, y se analiza el uso de una estrategia de mezcla de mercadeo, concluyendo en la necesidad de una planificación y una estrategia, basada en un producto de altísima calidad, a un precio accesible pero que proporcione un nivel de rentabilidad promotor de esa misma calidad: con instalaciones adecuadas que faciliten un ambiente de investigación y estudio, con herramientas modernas, donde se promocione sobre la base de productos de investigación útiles a la sociedad, que represente una alternativa para impulsar un mercado creciente que cada día demanda niveles de formación académica y profesional al más alto nivel.

  • English

    Growing competition between higher education institutions in Venezuela, particularly at the graduate level, demands the use of strategic market planning. In this study, research as to experiences and the conceptual elements that should be included from the point of view of marketing with respect to graduate level education is carried out. A review is made of the writings of the most important authors in the area of marketing and education. In addition, the use of market mix strategies is analyzed, and the conclusion is that there is a need for planning and strategy based on a very high quality product, on accessible pricing which must also facilitate an adequate profit level and which will promote this quality, and on an adequate infra-structure that facilitates an environment of study and research, utilizing modern instruments. This promotion should be made based on the social utility of research products and should represent an alternative in promoting a growing market that day by day demands ever higher academic and professional formation.

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