Generational intelligence in an IES: Educational Marketing Strategies

Abstract

The evolution of generations in a university educational context allows us to identify the inherent characteristics of young people; traditions, ideologies, communication, habits and the inclusion of technology and digitalization in daily activities. For this study, the methodology based on documentary research was used, the main databases used as a reference in the search for information stand out; Scielo, Redalyc and Dialnet, respectively. Its objective is to analyze generational intelligence as a resource for the design of educational marketing strategies in Higher Education Institutions of the National Technological System of Mexico, with the purpose of generating knowledge and contributions to the discipline. The main conclusions are that the IES belonging to the TECNM System must design educational marketing strategies taking into consideration generational intelligence in knowledge of the context, the market, emotional intelligence, the identification of needs and trends, the use of technology, digitalization, modernization, the use of social networks, transculturation, diversity, social causes, identity with the institutional brand and trust, of university students who make up generation Z in an educational context academic.