Social responsibility and educational marketing: competitive tools for university organizations

• Autor(a) principal: Rubio-Rodríguez, Gustavo Adolfo
• Data de Publicação: 2022
• Outros Autores: Hernández, Heber Alfredo Guifo, Cerquera, Eva María Villamil, Bedoya, Katherine Espinosa
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: CAFI (São Paulo)
• Texto Completo: https://revistas.pucsp.br/index.php/CAFI/article/view/57990
• topic: Social responsibility; marketing; competitive advantage; economic development; higher education institutions; Responsabilidad social; marketing; ventaja competitiva; desarrollo económico; instituciones de educación superior; Responsabilidade social; marketing; vantagem competitiva; desenvolvimento econômico; instituições de ensino superior

This article aims to analyze the social responsibility practices implemented by higher education institutions (IES) in the city of Ibagué, Colombia, as well as the impact they generate on society. In the same way, it examines how they use marketing to promote their services, keeping in mind the fulfillment of their business and social goals. The information is obtained through interviews with the coordinators of social projection of the Antonio Nariño universities, the University of Tolima, the University of Ibagué and the Minute of God University Corporation. As a significant finding, the importance of the implementation of marketing for the development of social responsibility can be evidenced, considering that marketing is an essential tool to improve this competition in the market. In conclusion, for most universities the concept of social responsibility is essential to create a commitment to society, where institutions are voluntarily linked responsibly in different contexts (environmental, social and economic), to achieve benefits and recognition of the same company.