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Implications of COVID-19 on the marketing of educational services: A study from the motivations and moods of university students in Colombia

[Implicações do COVID-19 no marketing de serviços educacionais: Um estudo a partir das motivações e estados de ânimo de estudantes universitários na Colômbia];
[Implicaciones de la COVID-19 sobre el marketing de servicios educativos: Un estudio desde las motivaciones y estados de ánimo de universitarios en Colombia]

dc.rights.licensehttp://creativecommons.org/licenses/by-nc-nd/4.0/
dc.contributor.authorMejía J.C.
dc.contributor.authorde la Rosa-Salazar D.
dc.contributor.authorHuertas-Moreno H.D.
dc.date.accessioned2024-12-02T20:15:52Z
dc.date.available2024-12-02T20:15:52Z
dc.date.issued2021
dc.identifier.issn1235923
dc.identifier.urihttps://hdl.handle.net/20.500.14112/28977
dc.description.abstractThis study analyzed the implications of the pandemic on the application of marketing of educational services in higher education institutions in Colombia, in particular, the implications associated with the motivations for studying and the moods present in the students were reviewed. For this, an empirical study in five universities, which collected the opinions of 695 students, was carried out. First, exploratory factor analysis was performed, and then, a cluster analysis. The results showed the different difficulties in the application of marketing, from the student perspective. As a result, the study suggests some recommendations to apply to educational marketing in the context of the pandemic. © 2021 Universidad ICESI. Published by Universidad Icesi, Colombia.
dc.format11
dc.format.mediumRecurso electrónico
dc.format.mimetypeapplication/pdf
dc.language.isospa
dc.publisherUniversidad Icesi
dc.rights.uriAttribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0)
dc.sourceEstudios Gerenciales
dc.sourceEstud. Gerenciales
dc.sourceScopus
dc.titleImplications of COVID-19 on the marketing of educational services: A study from the motivations and moods of university students in Colombia
dc.title[Implicações do COVID-19 no marketing de serviços educacionais: Um estudo a partir das motivações e estados de ânimo de estudantes universitários na Colômbia]
dc.title[Implicaciones de la COVID-19 sobre el marketing de servicios educativos: Un estudio desde las motivaciones y estados de ánimo de universitarios en Colombia]
datacite.contributorPrograma de Comercio Internacional y Mercadeo, Universidad de Nariño, Pasto, Colombia
datacite.contributorUniversidad de Valencia, Valencia, Spain
datacite.contributorPrograma de Mercadeo, Universidad Mariana, Pasto, Colombia
datacite.contributorMejía J.C., Programa de Comercio Internacional y Mercadeo, Universidad de Nariño, Pasto, Colombia, Universidad de Valencia, Valencia, Spain
datacite.contributorde la Rosa-Salazar D., Programa de Comercio Internacional y Mercadeo, Universidad de Nariño, Pasto, Colombia
datacite.contributorHuertas-Moreno H.D., Programa de Mercadeo, Universidad Mariana, Pasto, Colombia
datacite.rightshttp://purl.org/coar/access_right/c_abf2
oaire.resourcetypehttp://purl.org/coar/resource_type/c_6501
oaire.versionhttp://purl.org/coar/version/c_ab4af688f83e57aa
dc.contributor.contactpersonJ.C. Mejía
dc.contributor.contactpersonPrograma de Comercio Internacional y Mercadeo, Universidad de Nariño, Pasto, Colombia
dc.contributor.contactpersonemail: mejuanca@alumni.uv.es
dc.identifier.doi10.18046/j.estger.2021.158.4271
dc.identifier.instnameUniversidad Mariana
dc.identifier.reponameRepositorio Clara de Asis
dc.identifier.urlhttps://www.scopus.com/inward/record.uri?eid=2-s2.0-85111154862&doi=10.18046%2fj.estger.2021.158.4271&partnerID=40&md5=254c429d71e8468789fad4aad38744b5
dc.relation.citationendpage137
dc.relation.citationstartpage126
dc.relation.citationvolume37
dc.relation.iscitedby2
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dc.rights.accessrightsinfo:eu-repo/semantics/openAccess
dc.subject.keywordsCOVID-19
dc.subject.keywordsMarketing of educational services
dc.subject.keywordsMoods
dc.subject.keywordsMotivations
dc.type.driverinfo:eu-repo/semantics/article
dc.type.hasversioninfo:eu-repo/semantics/acceptedVersion
dc.type.redcolhttp://purl.org/redcol/resource_type/ART
dc.type.spaArtículo científico
dc.relation.citationissue158


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