Aproximaciones sobre el mercadeo relacional y mercadeo educativo como herramientas para fidelizar a los egresados de la facultad de Psicología de la Universidad San Buenaventura sede Medellín

At the present time the universities are in an environment highly competitive due to the supply and demand that exists in the educational market. This has generated that corporations has the obligation of being in a constant envolving and innovation in the different programs, infrastructure, and the tools that institutions give to the students to put across the knowledge between university-student. The main basis of this research project is to analyze the Universidad de San Buenaventura marking off the psychology faculty, the strategies of relational marketing and educational market that contribute to the institutional management regarding to the maintaining of relationships with the graduates. Thence, the objective of this research is to give answer to the question ¿What strategies of relational market and educational market are useful to generate a significant contribution to the University of San Buenaventura, specificly Medellín Campus, thus accomplish a better image for the university and to create a loyalty to the people of the psychology faculty? It will take place through of a descriptive research that allow to recopilate information through literature review and the analysis of the data of 'alumnus department of the Universidad de San Buenaventura, Medellin Campus. Acquaring parcial results where it is evidenced the implemtation of the existed strategies of marketing at the university, which are realized contributions to the improvement of management, in this case the use of the social media such as Instagram. Twitter, Facebook, where is boost the reconigition and positioning of the centre of postgraduate degrees of the Universidad de San Buenaventura, Medellín Campus

• Autores: Suárez Gaviria, Lina Marcela; Jiménez Gómez, María Camila
• Fecha de publicación: 2020
• Institución: Universidad de San Buenaventura
• Repositorio: Repositorio USB
• Idioma: spa
• OAI Identifier: oai:bibliotecadigital.usb.edu.co:10819/8194
• Acceso en línea: http://hdl.handle.net/10819/8194
• Palabra clave: Mercadeo relacional; Mercadeo educativo; Investigación; Imagen; Fidelización; Gestión; Relational marketing; Educational marketing; Investigation; Image; Loyalty; Management; Mercadeo; Mercadeo - investigaciones
• License: Atribución-NoComercial-SinDerivadas 2.5 Colombia