Marketing in Higher Education Institutions in Colombia.

The purpose of this project is to analyze models that support marketing practices in higher education institutions (IES), using different theoretical and methodological approaches, in order to obtain new models to explain the dynamics of marketing as a functional area in the education system. Aspects related to value exchange, environment, marketing cycle, undergraduate and postgraduate education, information and communication technologies through quantitative and qualitative methods will be addressed. These methods will include systematic reviews of the literature, type and depth case-studies and agent-based modelling. The project is part of the Finance and Marketing line, since it coincides with the themes and purpose of the same; this line has already made some publications on marketing and IESs. Various scientific articles, papers and books will be obtained as products.