Comparison of commercial management practices in higher education institutions based on the differences between the marketing and admissions managers and the students in the process of choosing a professional career perception*

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dc.contributor.authorAriza Ruiz, Robert Fabio
dc.contributor.authorRojas Berrío, Sandra Patricia
dc.contributor.authorRobayo Pinzón, Óscar Javier
dc.date2017-07-01
dc.descriptionThis research is aimed to evaluate through the perception of two different points of view, if the good practices of commercial management made and released by Higher Education Institutions (HEI) are related to the choice of a professional career. The research method had an initial phase of observation and collection of information, in order to design a survey with mirror questions that was evaluated, one with both marketing and admission managers of institutions, and the second one with last secondary grade students in the process of choosing a career. The survey yielded results that show that making good commercial management practices, where the potential students can identify tangible attributes like the Institutional Accreditation evaluated in this measurement, are factors that add into the student’s college choice and that generate effective tuition of the admitted students. In addition to these results, it shows that marketing managers of HEI should implement or reinforce good management commercial practices in the field of recruitment of their potential students.en-US
dc.descriptionEsta 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.es-ES
dc.descriptionO objetivo desta pesquisa foi avaliar através da percepção de dois pontos de vista diferentes, independentemente de as boas práticas de gestão de negócios feitas e disseminadas pelas Instituições de Ensino Superior (a seguir designadas “IES”) estar relacionadas à escolha de uma carreira profissional . O método de pesquisa teve uma fase inicial de observação e coleta de informações para depois projetar uma pesquisa com perguntas espelhadas que foram avaliadas, uma com os diretores de marketing e admissão das instituições e outra com alunos da décima primeira série em processo de escolha de carreira As pesquisas produziram resultados que confirmam que a realização de boas práticas de gerenciamento de negócios, em que o aluno potencial identifica atributos tangíveis, como a Credenciamento Institucional avaliada nesta medida, são fatores que se somam na escolha universitária do aluno e que geram matrículas efetivas das pessoas admitidas. Estes resultados mostram que os gerentes de marketing das IES devem implementar ou reforçar boas práticas de gestão comercial no campo do recrutamento de seus potenciais estudantes.pt-BR
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dc.identifierhttps://revistas.unilibre.edu.co/index.php/libreempresa/article/view/1594
dc.identifier10.18041/1657-2815/libreempresa.2017v14n2.1594
dc.identifier.urihttp://hdl.handle.net/10901/14083
dc.languagespa
dc.publisherUniversidad Librees-ES
dc.relationhttps://revistas.unilibre.edu.co/index.php/libreempresa/article/view/1594/1180
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dc.relation.ispartofjournalRevistas - Ciencias Económicas, Administrativas y Contablesspa
dc.rights.licenseAtribución-NoComercial-SinDerivadas 2.5 Colombia*
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/2.5/co/*
dc.sourceLIBRE EMPRESA; Vol 14 No 2 (2017): Libre Empresa; 13-31en-US
dc.sourceLibre Empresa; Vol. 14 Núm. 2 (2017): Libre Empresa; 13-31es-ES
dc.source2538-9904
dc.source1657-2815
dc.subjectMercadeospa
dc.subjectEducación superiorspa
dc.subjectGestión comercialspa
dc.subject.proposalGestión y Marketing de Servicioses-ES
dc.subject.proposalGestión Comerciales-ES
dc.subject.proposalInstituciones de Educación Superior – IESes-ES
dc.subject.proposalEstudiantes en proceso de elección de programa de pregradoes-ES
dc.subject.proposalDirectores de mercadeo y admisiónes-ES
dc.subject.proposalBuenas Practicases-ES
dc.subject.proposalActividades de Reclutamientoes-ES
dc.titleComparison of commercial management practices in higher education institutions based on the differences between the marketing and admissions managers and the students in the process of choosing a professional career perception*en-US
dc.titleComparación 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 profesiones-ES
dc.titleComparação de práticas de gestão comercial em instituições de ensino superior com base nas diferenças entre percepções de diretores de marketing e admissão e o potencial estudante no processo de escolha de uma carreira profissionalpt-BR
dc.type.coarhttp://purl.org/coar/resource_type/c_6501
dc.type.coarversionhttp://purl.org/coar/version/c_970fb48d4fbd8a85
dc.type.localArtículo Revisado por Pares Académicoses-ES

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