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Revista Universidad y Empresa
Print version ISSN 0124-4639On-line version ISSN 2145-4558
Abstract
DUQUE, Mauricio and DUQUE, Alejandra. Endormarketing in Higher Education: A Qualitative Perspective from Senior Management. rev.univ.empresa [online]. 2025, vol.27, n.49, e274902. Epub June 06, 2025. ISSN 0124-4639. https://doi.org/10.12804/revistas.urosario.edu.co/empresa/a.14589.
It examines the perception of senior management regarding the elements of endomarketing in a higher education institution, in relevant aspects such as assertive communication, leadership style, promotion and recognition programs, as well as its impact on the productivity, empowerment and motivation of teaching staff.
Objective:
To know the perception that the Academic Administrators of a private institution in Colombia about the different pillars of endomarketing, to keep teachers motivated, satisfied, and committed to work.
Methodology:
Of qualitative type, by means of the collection of information through focus groups with deans of the faculties and a semi-structured interview with the Academic Vice-Rector.
Main Results:
The research provides the important management elements that could affect the increase of the levels of satisfaction of the teaching staff, through endomarketing strategies adjusted to the reality of the educational institution.
Conclusions:
To impact the indicator of teaching staff turnover, internal communication and increase motivation, the educational institution must adopt endomarketing strategies, ensuring that the offered incentives are relevant to the expectations and aspirations of teachers.
Keywords : Motivation; communication; productivity; empowerment; recognition.
