The marketing management of university products of the University of Granma (Original)
Keywords:
marketing management; products; academic; scenariosAbstract
Although the efforts to consolidate the commercialization of scientific-technical, academic and professional products of Cuban universities have been working for more than twenty years, there are still shortcomings in their management. The University of Granma seeks the way to improve its management in this regard and projects alternatives that so far have not managed to meet the proposed objectives. The purpose of this research is aimed at the Management of commercialization of scientific - technical, academic and professional products of the University of Granma, concretized through a process proposal. It is based on the diagnosis developed of its current state, the determination of the changes that must occur at the University of Granma and the construction of scenarios developed in previous research. The proposal will allow a successful marketing management.
References
International Standarization Organization. ISSO 9001 (2015)
Kotler, P. (2001). Dirección de Mercadotecnia Análisis, planeación, implementación y control. Magíster en Administración (8 ed). Lima Perú.
Pride, W. y Ferrell, O. (2006), Marketing: Concepts and Strategies, 13th ed. Boston: Houghton Mifflin
Sarabia, Y. (2014). La Gestión del conocimiento en la Universidad Cubana actual orientada a la Industria del Software. (Trabajo Final de la Especialidad de Administración Pública). Escuela Superior de Cuadros del Estado y el Gobierno. La Habana, Cuba.
