Palabras clave
Gestión educativa
Marketing
Mercadeo
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Resumen
El objetivo principal de esta revisión sistemática de la literatura (RSL) es explorar estrategias de mejora de las competencias y formación para profesionales del marketing en relación con herramientas, técnicas y conocimientos para el cambiante contexto del marketing en el marco de la prioridad de investigación del MSI (Marketing Science Institute) sobre educación. Esta RSL utilizó Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) y Systematic Reviews in Management (SyReMa) como directrices para el informe. Fuentes de información utilizadas para identificar los estudios: Scopus y Web of Science (WoS). El número de estudios incluidos fue de 17. Las características relevantes de los estudios se indican a continuación. El número de autores de los informes es de 47. El período de publicación comienza en 1994 y termina en 2024; la media es de 1,5 informes al año. En relación con el diseño de la investigación, los resultados son los siguientes: cuantitativo, 52,9 %; cualitativo, 29,4 %; y mixto, 17,6 %. En términos de territorio/país, el número de ubicaciones de los informes es de 22 distribuidas en 10 países. Para la síntesis se utilizaron las siguientes categorías: requisitos de cambio, formación profesional y nuevas tecnologías. Las implicaciones de los resultados para la práctica están relacionadas con el riesgo de que la formación de los profesionales del marketing quede obsoleta ante los cambios en el entorno y los nuevos requisitos en el ámbito laboral. El manuscrito es original por basarse en las prioridades de investigación del MSI. El estudio presenta una RSL en combinación con PRISMA y SyReMa como directrices.
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