Análisis bibliométrico y revisión temática sobre las estrategias de marketing realizadas en las instituciones de educación superior de 1981 a 2024

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dc.contributor.advisorCárdenas Polanía, Wilson Andrés
dc.contributor.authorPiñeros Hernández, Eison Estiven
dc.coverage.temporal08 de mayo de 2025
dc.date.accessioned2026-03-04T21:25:48Z
dc.date.available2026-03-04T21:25:48Z
dc.date.issued2025-12
dc.description.abstractLos estudiantes en las instituciones de educación superior se definen como cliente o consumidor del producto académico que ofertan las universidades, esto ha sido de gran interés en los estudios de marketing relacional y de servicios, principalmente en los aspectos relacionados con la satisfacción del cliente y la calidad de los servicios ofrecidos por las instituciones, sin embargo, hay más aspectos que no han sido tenidos en cuenta en las investigaciones como la lealtad y la identidad marca asociada a los estudiantes como consumidores, para realizar aportes a las futuras investigaciones de la comunidad científica de marketing relacional sobre este tema, el presente estudio bibliométrico tuvo como objetivo investigar y describir las líneas y áreas de investigación en marketing relacional, marketing de servicios en relación con el consumo de los productos académicos de las instituciones de educación superior, con el fin de responder a la siguiente pregunta de investigación ¿Cuáles han sido las publicaciones, autores y tendencias más importantes sobre estrategias de marketing realizadas en las instituciones de educación superior en los últimos 43 años? Para este este estudio se analizaron 1093 artículos de 676 revistas con los paquetes Bibliometrix (R studio), desarrollando una metodología exploratoria y descriptiva, analizando 2876 palabras clave de autor y 1767 palabras clave adicionales, con 2622 autores en la base de datos de Scopus y Wos.spa
dc.description.abstractenglishStudents in higher education institutions are defined as clients or consumers of the academic products offered by universities. This perspective has attracted significant attention in relational and services marketing studies, primarily in aspects related to customer satisfaction and the quality of services provided by institutions. However, other factors such as loyalty and brand identity associated with students as consumers have received less attention in the literature. To contribute to future research within the scientific community of relational marketing, this bibliometric study aimed to investigate and describe the research lines and thematic areas related to relational marketing and service marketing in connection with the consumption of academic products offered by higher education institutions. The study sought to answer the following research question: What have been the most relevant publications, authors, and trends concerning marketing strategies implemented by higher education institutions over the past 43 years? For this purpose, 1,093 articles published in 676 journals were analyzed using the Bibliometrix package (R Studio). An exploratory and descriptive methodology was applied, examining 2,876 author keywords and 1,767 additional keywords, involving 2,622 authors retrieved from the Scopus and Wos database.spa
dc.format.mimetypeapplication/pdfspa
dc.identifier.instnameinstname:Politécnico Grancolombianospa
dc.identifier.reponamereponame:Alejandría Repositorio Comunidadspa
dc.identifier.repourlrepourl:http://alejandria.poligran.edu.cosspa
dc.identifier.urihttp://hdl.handle.net/10823/8062
dc.language.isospaspa
dc.publisher.facultyFacultad de Sociedad, Cultura y Creatividadspa
dc.publisher.programMaestría en Gerencia Estratégica de Mercadeospa
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dc.rights.accessrightsinfo:eu-repo/semantics/openAccess
dc.rights.creativecommonsAtribución-NoComercial-SinDerivadas 2.5 Colombiaspa
dc.subject.keywordsBibliometricsspa
dc.subject.keywordsHigher Educationspa
dc.subject.keywordsBibliometrixspa
dc.subject.keywordsConsumerspa
dc.subject.keywordsAcademic Marketing.spa
dc.subject.lembMarketing relacionalspa
dc.subject.lembEstudio de mercadospa
dc.subject.lembInstituciones académicasspa
dc.subject.proposalBibliometríaspa
dc.subject.proposalEducación superiorspa
dc.subject.proposalBibliometrixspa
dc.subject.proposalConsumidorspa
dc.subject.proposalMarketing académicospa
dc.titleAnálisis bibliométrico y revisión temática sobre las estrategias de marketing realizadas en las instituciones de educación superior de 1981 a 2024spa
dc.title.translatedBibliometric Analysis and Thematic Review of Marketing Strategies Implemented in Higher Education Institutions from 1981 to 2024spa
dc.typematerThesisspa
dc.type.coarhttp://purl.org/coar/resource_type/c_bdccspa
dc.type.coarversionhttp://purl.org/coar/version/c_ab4af688f83e57aaspa
dc.type.driverinfo:eu-repo/semantics/masterThesisspa
dc.type.hasversioninfo:eu-repo/semantics/acceptedVersion
dc.type.localTesis/Trabajo de grado - Monografía - Maestríaspa
dc.type.redcolhttps://purl.org/redcol/resource_type/TM
dc.type.versioninfo:eu-repo/semantics/acceptedVersionspa

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