Strategies for the commercialization of international academic services of the University of Holguín

Abstract

The University of Holguin has for several years presented insufficient levels of income for international academic services undergraduate and international postgraduate. Contradictory situation, since these services constitute the fundamental sources of net income that are obtained in the framework of the self-financing of the Cuban universities; without obviating the fact that the social reason of the same is to train professionals. This is why the present research aims to design and apply a procedure for the development of business management strategies for international academic services at the University of Holguin, in order to solve the existing shortcomings. It is part of the study of aspects of theoretical and practical conceptual character related to marketing processes and strategic planning, as working tools to contribute to the improvement of the marketing system. This will allow to achieve a greater precision of the international collaboration actions that must be undertaken to guarantee the sustainable development demanded by the University of Holguin. The analyzes developed constitute the investigative basis and the results obtained demonstrate the feasibility, relevance and practical significance of the research.