Palabras clave
strategy
digital
transformation
public
higher education marketing
estrategia
digital
transformación
público
educación superior
Cómo citar
Aceptado 2021-11-29
Publicado 2022-01-31
Resumen
El presente estudio se refiere a la posición del marketing y su transformación digital como función administrativa en las organizaciones públicas de educación superior en Grecia. El estudio partió de la necesidad de comprender las actitudes de los gestores de las universidades públicas griegas ante la necesidad de adoptar nuevas prácticas como el marketing y su transformación digital, a través del discurso, las percepciones y las opiniones explícitas o implícitas, así como los factores que las conforman. Por lo tanto, el objetivo de la investigación se basó en la comparación de las actitudes con las actividades digitales de las escuelas públicas frente a las empresas privadas que emplean tácticas de marketing con un desarrollo estratégico y táctico de las 4 ps del marketing mix. La metodología fue de carácter cualitativo, empleando la estrategia de "muestreo por criterios".
Los resultados apuntan a que la duración de una universidad está directamente relacionada con la formación de percepciones sobre el marketing y la forma de actuar en el contexto del darwinismo digital, por lo que se puede anticipar, como conclusión, a la necesidad de equiparar la administración pública de la educación superior (universidad) con el enfoque táctico y funcional de las empresas privadas.
Citas
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Derechos de autor 2022 IROCAMM - International Review Of Communication And Marketing Mix