Habilidades gerenciales para co-crear valor educativo mediante estrategias disruptivas de marketing en el sector universitario peruano
Abstract
El estudio examina cómo las universidades peruanas pueden responder a los retos de la globalización y la digitalización mediante la co-creación de valor educativo y la adopción de estrategias disruptivas de marketing. El objetivo fue analizar la incidencia de las habilidades gerenciales en la co-creación de valor educativo a través del marketing disruptivo en el sector universitario peruano. La metodología fue cualitativa y analítica, basada en la revisión y análisis de contenido de 29 documentos científicos seleccionados de las bases de Scopus y WoS, aplicando el método PRISMA y la Teoría Fundamentada para garantizar rigurosidad en la selección y codificación de la información. El principal resultado revela que las habilidades gerenciales, como la comunicación efectiva, inteligencia emocional, liderazgo, adaptabilidad y gestión del conocimiento, son fundamentales para promover la innovación y la co-creación de valor educativo. Asimismo, la integración de tecnologías digitales y estrategias de marketing disruptivo permite diferenciar a las universidades, incrementando la satisfacción y fidelización de los estudiantes. En conclusión, la combinación de habilidades gerenciales y marketing innovador es clave para la transformación y sostenibilidad de la educación superior peruana.
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References
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Published
2025-10-09
How to Cite
Calanchez Urribarri, A., Velázquez Castro, J., Padrón, A., & Méndez, J. (2025). Habilidades gerenciales para co-crear valor educativo mediante estrategias disruptivas de marketing en el sector universitario peruano. Revista De Ciencias Sociales, 31, 195-215. https://doi.org/10.31876/rcs.v31i.44560
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