Darwinismo Digital: Transformación digital, marketing y público superior en Grecia

The present study concerns the position of marketing and its digital transformation as an administrative function in public higher education organizations in Greece. The study started from the need to understand the attitudes of Greek public university managers towards the need to adopt new practices such as marketing and its digital transformation, through discourse, perceptions and explicit or implicit views, as well as the factors that shape them. Therefore, the aim of the research was based on the comparison of attitudes with the digital activities of public schools versus private companies employing marketing tactics with a strategic and tactical development of the 4 ps of the marketing mix. The methodology was qualitative in nature, employing the strategy of ‘Criterion sampling’. The results point to the fact that the duration of a university is directly related to the formation of perceptions about marketing and how to act in the context of digital Darwinism, so it can be anticipated, as a conclusion, to the need to equate public administration of higher education (university) with the tactical and functional approach of private companies.El presente estudio aborda la posición del marketing y su transformación digital como función administrativa en las organizaciones públicas de educación superior en Grecia. El estudio partió de la necesidad de comprender las actitudes de los gestores de las universidades públicas griegas ante la necesidad de adoptar nuevas prácticas como el marketing y su transformación digital, a través del discurso, las percepciones y las opiniones explícitas o implícitas, así como los factores que las conforman. Por lo tanto, el objetivo de la investigación se basó en la comparación de las actitudes con las actividades digitales de las escuelas públicas frente a las empresas privadas que emplean tácticas de marketing con un desarrollo estratégico y táctico de las 4 ps del marketing mix. La metodología fue de carácter cualitativo, empleando la estrategia de “muestreo por criterios”. Los resultados apuntan a que la duración de una universidad está directamente relacionada con la formación de percepciones sobre el marketing y la forma de actuar en el contexto del darwinismo digital, por lo que se puede anticipar, como conclusión, a la necesidad de equiparar la administración pública de la educación superior (universidad) con el enfoque táctico y funcional de las empresas privadas

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