La importancia de los avances tecnológicos en las estrategias comerciales y de marketing de las universidades y la educación virtual como complemento estratégico - caso colombiano
Gil Vaca, Heidy Natalie | 2018
Institutions of Higher Education are being affected by the changes the educational system faces. Likewise, these institutions are in a transition state to make way for a new digital age; which identifies not only the right education standards and new technologies for the programs it provides, but also it faces a new target group and competition in the educational market.
This document presents the influence and importance of technology in commercial and marketing strategies of universities. It starts with the determination of some current strategies and shows the changes universities face in the digital age, establishing the use of digital marketing as a fundamental tool in the marketing structure of educational services. This is due to the transitions higher education institutions must make with the aim of being competitive in the market and staying on it. Finally, this document presents, as a strategic complement, the implementation of virtual education in function of technological advances, and specifically, of information and communication technologies (TIC by its initial in Spanish), under the context presented by current universities, which are exposed to drastic transformation because of the competitiveness generated in last years.