RELACIÓN ENTRE MARKETING Y UNIVERSIDAD. REVISIÓN TEÓRICA Y PROPUESTA DE UN MODELO TEÓRICO Y DE MARKETING 3.0

ABSTRACT The universities apply marketing measures in their management. The adoption of marketing practices has been a response to the many political, technological and social changes (as well as increased competition and globalization) affecting the world of higher education. In this paper the state of the question about marketing management at the university is reviewed. The goal is to understand the emergence and evolution of these practices in college and establish a conceptual model. People, processes, capabilities, quality (premium) and projection (image): five variables within the university marketing are proposed. In addition a model of Marketing 3.0 to serve to guide the direction of marketing within the higher education sector is proposed.