El aporte del marketing para la gestión de calidad en instituciones de educación superior
Enciso Abril, Luis Felipe
Arenas Manrique, Diego Arley
The aim of this article is to analyze different models of quality management identifying the relevance given to the satisfaction of the customer from the point of view of marketing in higher education of postgraduate studies in the area of business administration, for instance: accreditation, quality, the educational Marketing and customer service through the measuring of student`s satisfaction. As a conclusion from the analysis of documents and research, the models to measure satisfaction and quality are focused on student services and perceived value. Also, the MIGME model is the most common and the ACBSP is the most complete of all methods, because it last over time using management, strategic planning and involving all the actors of the institution, making them the basis of marketing strategies that generate a long term quality service.