Comparación de las prácticas de gestión comercial en las instituciones de educación superior a partir de las diferencias entre las percepciones de directores de mercadeo y admisión y del potencial estudiante en proceso de elección de una carrera profesion
DOI:
https://doi.org/10.18041/1657-2815/libreempresa.2017v14n2.1594Palabras clave:
Gestión y Marketing de Servicios, Gestión Comercial, Instituciones de Educación Superior – IES, Estudiantes en proceso de elección de programa de pregrado, Directores de mercadeo y admisión, Buenas Practicas, Actividades de ReclutamientoResumen
Esta investigación tuvo como fin evaluar a través de la percepción desde dos puntos de vista diferentes, si las buenas prácticas de gestión comercial hechas y divulgadas por las Instituciones de Educación Superior (de aquí en adelante IES) tienen relación con la elección de una carrera profesional. El método de investigación contó con una fase inicial de observación y recopilación de información para posteriormente diseñar una encuesta con preguntas espejo que se evaluó, una con los directores de mercadeo y de admisión de las instituciones y otra con los estudiantes de grado undécimo en proceso de elección de carrera profesional. Las encuestas arrojaron unos resultados que confirman que realizar buenas prácticas de gestión comercial donde el potencial estudiante identifique atributos tangibles como la Acreditación Institucional evaluada en esta medición, son factores que suman en la elección universitaria del estudiante y que generan matriculas efectivas de los admitidos Adicionalmente de estos resultados se muestra que los directivos de marketing de las IES deben implementar o reforzar las buenas prácticas de gestión comercial en el ámbito del reclutamiento de sus potenciales estudiantes.
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