Generadores e impulsores del marketing boca a boca en un programa de educación superior

  • Luis Enrique David-Tenorio Institución Universitaria Escuela Nacional del Deporte
  • Natali Cruz-González Institución Universitaria Escuela Nacional del Deporte
  • Dario Jose Espinal-Ruiz Institución Universitaria Escuela Nacional del Deporte https://orcid.org/0000-0003-1191-7976

Resumen

En la actualidad, el uso de medios tradicionales de promoción y marketing no ha resultado ser muy efectivo para las instituciones de educación superior por cuanto no se evidencian los efectos esperados. Consecuentemente, el presente artículo tiene como objetivo identificar los generadores e impulsores del marketing boca a boca a boca en un programa de educación superior. Para la realización de la investigación se empleó una metodología cuantitativa, a través de un muestreo probabilístico estratificado donde se aplicaron 185 encuestas a estudiantes del programa de Administración de Empresas de la Institución Universitaria Escuela Nacional del Deporte (Cali-Colombia). Los resultados obtenidos muestran que los estudiantes son los principales generadores del boca a boca, y que el mayor impulsor radica en el aspecto diferenciador del programa académico y la reputación de la institución.

Palabras clave: Gestión educativa;, Comunicación, Marketing educativo, Educación superior

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Publicado
2020-12-31
Cómo citar
David-Tenorio, L., Cruz-González, N., & Espinal-Ruiz, D. (2020). Generadores e impulsores del marketing boca a boca en un programa de educación superior. CULTURA EDUCACIÓN Y SOCIEDAD, 12(1), 227-240. Recuperado a partir de https://revistascientificas.cuc.edu.co/culturaeducacionysociedad/article/view/3006