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Redes estudiantiles y responsabilidad social educativa: impulsando la innovacion a traves del marketing social y la digitalizacion(Student networks and educational social responsibility: promoting innovation through social marketing and digitalization)

Author

Listed:
  • Daniela Rodriguez Mincey

    (Universidad Austral)

  • Franco Lagomarsino

    (Universidad Austral)

  • Sofia Fazio

    (Universidad Austral)

  • Reynaldo G. Rivera

    (Universidad Austral)

Abstract

Las estrategias de marketing social y de transformacion digital pueden facilitar la innovacion y la sostenibilidad de programas de responsabilidad educativa universitaria a traves redes interdisciplinarias auto-gestionadas de estudiantes. El articulo presenta el caso de una red interdisciplinaria de estudiantes universitarios que promueve la formacion de emprendedores proactivos y comprometidos con su desarrollo profesional, social y personal en un contexto de transformacion cultural y tecnologica. Si bien desde sus comienzos en 2017 la iniciativa organizo una gama de actividades presenciales para estudiantes que fomentaron su crecimiento y legitimacion en la comunidad educativa, la pandemia del SARS-CoV-2 a comienzos del 2020 le forzo a innovar en el uso de herramientas digitales. Asi se origino CIMAS, un evento multitudinario de dos jornadas por streaming basado en una estrategia de marketing social y procesos digitales. La estrategia fomento la innovacion y el emprendimiento, digitalizo la red de estudiantes y aumento su posicionamiento a nivel nacional. Este estudio de caso desarrolla como se abordo la idea a traves del marketing social, y como se pudo aprender del proyecto para abordar la digitalizacion y nuevos desafios a futuro como la pandemia y la nueva normalidad.

Suggested Citation

  • Daniela Rodriguez Mincey & Franco Lagomarsino & Sofia Fazio & Reynaldo G. Rivera, 2020. "Redes estudiantiles y responsabilidad social educativa: impulsando la innovacion a traves del marketing social y la digitalizacion(Student networks and educational social responsibility: promoting inn," Revista Internacional de Gestión del Conocimiento y la Tecnología (GECONTEC), Revista Internacional de Gestión del Conocimiento y la Tecnología (GECONTEC), vol. 5(1), pages 56-67, November.
    • Handle: RePEc:rge:journl:v:5:y:2020:i:1:p:56-67
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    More about this item

    Keywords

    social marketing; digitalization; change management; social entrepreneurship; student organizations; marketing social; digitalizacion; gestion del cambio; club de estudiantes;
    All these keywords.

    JEL classification:

    • M1 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration
    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management
    • O3 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights
    • O31 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Innovation and Invention: Processes and Incentives
    • O32 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Management of Technological Innovation and R&D
    • D8 - Microeconomics - - Information, Knowledge, and Uncertainty
    • D81 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Criteria for Decision-Making under Risk and Uncertainty

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