Resumo

GOMEZ-BAYONA, Ledy; ARRUBLA-ZAPATA, Juan Pablo; ARISTIZABAL VALENCIA, Julián  e  RESTREPO-ROJAS, María José. Analysis of relational marketing strategies in higher education institutions in Colombia and Spain. Retos [online]. 2020, vol.10, n.20, pp.343-359. ISSN 1390-8618.  https://doi.org/10.17163/ret.n20.2020.09.

Marketing strategies in universities have allowed a better understanding of the audiences and the classification of actions that generate value to the university brand. That is why this research project aims to identify the importance of relationship marketing strategies in the education sector, especially in the main universities in Colombia and Spain to know how they implement marketing actions that generate value. The methodology used to achieve this objective was based on a review of literature, where the evolution and models of marketing applied in education were analyzed; likewise, the main variables of marketing with a relational approach were examined and comparisons were made between the countries mentioned to find the difference in the strategies that each one implements. It is concluded that, both in Colombia and in Spain, marketing strategies with a relational focus are beginning to be planned that generate value to academic and administrative management; likewise, it is evident that the main variables - creation of value, satisfaction and confidence - for the different actions implemented in the universities of the countries analyzed are fundamental pillars for the incorporation of good relational marketing in education.

Palavras-chave : Marketing; relationship marketing; strategy; management; higher education; student; teacher; service.

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