Contribution of strategic marketing to quality management in university education institutions

Abstract

The objective of this article is to analyze the marketing approach in quality processes in postgraduate university education programs in the management area; For this, the study of variables such as educational marketing, quality in higher education, accreditation and customer service in university education through models to measure student satisfaction was considered. the important changes that the educational services market is undergoing and that have led institutions at any level to modify the way they approach the public they serve and to improve not only educational services but also implement new services that complement the offer they make to the company is relevant. Subsequently, the actions that higher education institutions carry out in terms of educational marketing are reviewed to finally analyze the convenience of including this important activity in strategic planning. It was concluded from the analysis of documents and research that the methods to measure satisfaction and guarantee quality are focused on student services and perceived value, being the Integrated Model of Educational Marketing Management - MIGME (Ospina y Sanabria, 2010) the most common. . However, the ACBSP model is more complete than the other methods, in addition to being identified as the most durable because it contemplates management from planning, taking into account all the actors of the institution, making them the basis for the creation of management strategies marketing that allow a long-term quality service.