Estructuración de una unidad de mercadeo en una institución de educación superior en Barranquilla

This article focuses on presenting the design proposal for a properly structured marketing unit in a higher education institution charged with coordinating and improving its marketing efforts based on its organizational objectives. Based on the objective of structuring the marketing unit in a higher...

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Autores:: Romero Corro, Eimys
Contreras Buelvas, Uliana

Tipo de recurso:: Article of journal

Fecha de publicación:: 2019

Institución:: Corporación Universidad de la Costa

Repositorio:: REDICUC - Repositorio CUC

Idioma:: spa

Description
Summary:	This article focuses on presenting the design proposal for a properly structured marketing unit in a higher education institution charged with coordinating and improving its marketing efforts based on its organizational objectives. Based on the objective of structuring the marketing unit in a higher education institution located in Barranquilla, indispensable variables were proposed for this purpose, such as the processes associated with market management present in the institution and the definition of the functions and adequate organizational structure for it. The study was of descriptive type with deductive method used the qualitative paradigm; allowing to identify the critical weaknesses of the communication process associated to the inexistence of a Marketing unit; including the administrative personnel of higher education institutions in charge of the processes related to marketing, and experts in the marketing area. Data collection techniques such as indepth interviews and the Delphi technique were used in addition to secondary sources. Based on the analysis of the primary and secondary information collected, the most important requirements are presented in order to design the marketing unit with all the internal marketing processes and the functions and structure according to the requirements of an educational institute as an organization.

Estructuración de una unidad de mercadeo en una institución de educación superior en Barranquilla

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