Estudio de la gestión de marketing en las Instituciones de Educación Superior públicas del Ecuador en el contexto del cambio generacional.

Abstract

The objective of this research paper is to describe the current situation of marketing management in superior public educational institutions (SIP) of category A, B and C of Ecuador to analyze how they face the change and determine the relationship between marketing management and effectiveness. In the fulfillment of institutional objectives. The analysis is based on a compilation of qualitative and quantitative data in surveys and structured interviews realized to the coordinator, director or person who represents the chair of the department of "Communication" or "Public Relations". The processing of the data, in order to obtain useful information, was carried out through the software SSPS from which statistics could be obtained both for the descriptive and correlational analysis with the analysis of results and their interpretation. For the study, a census was made of all the (SIP) of Ecuador, with an omission rate of 13%, finally a response was obtained from 20 institutions. the results of the study show that the application of strategies of marketing in the SIP are basically to understand the demand of the services and are focused only in the communication, this because of legal limitations and selecting what marketing practices are important for the SIP. However, the necessary tasks are not carried out lacking in the management of marketing