The marketing orientation as a university management philosophya framework to guide its application

  1. Amaia Lafuente Ruiz de Sabando 1
  2. Francisco Javier Forcada Sainz 1
  3. Pilar Zorrilla Calvo 1
  1. 1 Universidad del País Vasco/Euskal Herriko Unibertsitatea
    info

    Universidad del País Vasco/Euskal Herriko Unibertsitatea

    Lejona, España

    ROR https://ror.org/000xsnr85

Revista:
Management Letters / Cuadernos de Gestión

ISSN: 1131-6837

Año de publicación: 2018

Volumen: 18

Número: 2

Páginas: 37-58

Tipo: Artículo

DOI: 10.5295/CDG.150576AL DIALNET GOOGLE SCHOLAR lock_openAcceso abierto editor

Otras publicaciones en: Management Letters / Cuadernos de Gestión

Objetivos de desarrollo sostenible

Resumen

El entorno universitario se ha vuelto más competitivo durante las últimas décadas y se han introducido en el sector elementos de mercado. Por esta razón, las universidades han identificado la necesidad de contar con una imagen favorable y distintiva entre sus grupos de interés. Para lograrlo, muchas han concentrado sus esfuerzos en la mejora de los programas formativos, aunque ello no se ha visto siempre correspondido en términos de una percepción más favorable entre los stakeholders. Este contexto demanda una gestión de las universidades bajo un enfoque de marketing. Sin embargo, el marketing universitario se encuentra en una fase incipiente en muchas partes del mundo y la incorporación de los principios y prácticas del marketing al ámbito de la Educación Superior cuenta con numerosas reticencias entre ciudadanos y académicos. En este artículo se exponen las razones que han podido motivar tales reticencias, cuyo origen puede estar en un mal entendimiento de la disciplina, y se propone un marco de trabajo para la gestión del marketing en las universidades orientado a facilitar la puesta en práctica de la filosofía de marketing en este tipo de organizaciones. Se trata de un esquema diseñado a partir de la integración de propuestas procedentes del marketing de servicios y del marketing corporativo en el que se destacan los aspectos sobre los que poner el foco para 1) dar respuesta a las demandas de un conjunto de colectivos con intereses variados (e, incluso, contrapuestos) y 2) avanzar hacia el desarrollo de una percepción favorable entre los stakeholders.

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Información de financiación

We thank the University of the Basque Country UPV/EHU for the financing received for developing Project NUPV 13/14, within which the development of this article is framed.

Financiadores

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