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Educación: un derecho y un servicio PDF Imprimir E-Mail
ImageA partir de un comentario al primer post de nuestro blog , surgieron algunas cuestiones referidas a la relación Educación-Mercado.

En principio, la pregunta a la que responde el título de este artículo. ¿Es la educación un derecho, o un servicio?.

Básicamente, las dos opciones de dicha disyuntiva no son mutuamente excluyentes. La educación es un derecho cuyo garante ha de ser el Estado (Nacional y/o Provincial, incluso a veces Municipal). Por ello la educación es una actividad normada y supervisada por organismo competente. Esto no quita que pueda constituirse en un servicio, ya que organismos estatales tanto como empresas o asociaciones civiles tienen la libertad de llevar adelante proyectos educativos.

En el caso de servicios educativos de gestión privada, no solamente hay un marco regulatorio importante desde el Ministerio de Educación de cada jurisdicción, sino que también se deberían aplican leyes de protección de los derechos del consumidor, puesto que el alumno o su tutor contratan el servicio de un emprendimiento privado. En condiciones ideales, esa elección debería ser 'libre', pero considerando que la educación de gestión estatal no cuenta con los mismos recursos materiales, humanos y organizacionales que la educación privada, podemos pensar que ésta última tiene una suerte de 'público cautivo' que ha descartado de lleno a la primera porque no cumple con sus expectativas. A partir de esas expectativas es que trabaja el marketing.

Otra pregunta que surgió es si el alumno es un cliente. Esto también es bastante complejo, ya que dentro de la categoría de cliente entran los padres que eligen escuela y pagan la cuota, los estudiantes que eligen universidad o terciario, pero cuyos padres siguen pagando la cuota, etc. Los profesionales de la enseñanza encuentran un dilema en esta situación, ya que muchas veces se privilegia la condición de 'cliente' por sobre la de 'alumno': cómo decirle a los padres algo que realmente no querrían escuchar, cómo mantener estándares de exigencia si un alumno amenaza con irse, qué hacer cuando el alumno o el padre expresa su disconformidad con aspectos no pedagógicos aunque formativos (instalaciones, atención del staff no-docente, valor de las cuotas, etc). Y lo más grave, cuando se soslaya la opinión especializada del profesional de la educación simplemente para 'conformar a un alumno'/cliente.

En este punto cabe que destaquemos que el fenómeno se da no solamente porque las instituciones de gestión privada así lo promuevan desde sus propietarios, sino porque el público en general considera que como paga, puede exigir determinadas cuestiones. A veces, sí, tiene ese derecho. Y a veces reclama cosas que verdaderamente no corresponden. Es muy importante que desde la conducción de la institución tengan en claro cómo manejar estos problemas sin desdibujar los aspectos pedagógicos en función de la relación servicio-cliente, y sin desvalorizar el criterio del profesional de la educación. Para ello es esencial contar con asesoramiento o formación en estrategias de comunicación efectiva, marketing interno y, llegado el caso, mediación.

También es importante que remarquemos que gestionar la calidad desde el punto de vista del cliente no quiere decir 'el cliente tiene la razón', sino trabajar con lo que el cliente percibe, con lo que el cliente necesita y con la mejora continua de los procesos necesarios para cumplir con las metas prometidas de la forma más objetiva posible. ¿Cuántas instituciones hablan de 'excelencia educativa' en un sentido tan difuso que no se sabe bien a qué se refieren?¿Cuántas prometen rápida salida laboral, sin que hagan un verdadero seguimiento de la tasa de inserción laboral de sus egresados o un estudio cualitativo de las experiencias de búsqueda de empleo de sus alumnos avanzados? Ofrecer un servicio educativo quiere decir asumir el compromiso de elegir los mejores procesos y recursos para que el alumno logre cumplir con sus metas de formación. Y esto requiere de la puesta a prueba de esos procesos y recursos, así como del sondeo de las metas de formación del alumno. Oh, coincidencia, estos también son objetivos que se debería plantear la actividad docente profesional y reflexiva (en teoría, se lo plantea).

Por último, nos queda el punto de si la Escuela debe establecer su oferta según lo que demande el mercado. En verdad, la institución escolar moderna nace junto con el mercado ante la necesidad de mano de obra que posea ciertas destrezas, aptitudes, conocimientos y actitudes. Si analizamos la legislación vigente, el mismo Estado es consciente de la necesidad de articular la formación escolar de todos los niveles, con el mercado laboral y una estrategia de desarrollo económico (es consciente, de ahí a que dicha articulación sea efectiva...).

Pero el gran peligro es ignorar que hay otro gran mercado, que no es exactamente el mercado verdaderamente de trabajo, sino un mercado de 'representaciones' acerca de lo que se cree que es necesario para conseguir trabajo o ser un adulto exitoso. En este mercado ejercen presión y/o influencia desde los medios masivos hasta las campañas publicitarias de las grandes empresas educativas. De allí que surjan modas (por ejemplo, en el caso de las carreras de nivel superior o en los exámenes internacionales de los colegios bilingües), que no responden a necesidades concretas de la estructura productiva ni de un modelo de desarrollo económico nacional o regional. Por ejemplo, sigue siendo mínima la oferta de formación técnico-profesional en áreas de la producción que resurgieron en los últimos años, pero actualmente presentan insuficiencia de trabajadores. En cambio, abunda la que refiere a las industrias culturales, el diseño y las nuevas tecnologías, aunque no siempre con estándares de calidad que permitan un desarrollo de carrera exitoso.

Desde mi modesta opinión, al diseñar la oferta de un servicio educativo se debe tener en cuenta por sobre todo la autenticidad de la demanda de esa clase de formación. Teniendo en cuenta lo que tarda en madurar y consolidarse un proyecto educativo serio, lo ideal es no quedar preso del vaivén de las modas sino pensarlo a largo plazo.

por Karina Marzorati 
 
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