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Marketing Educativo? PDF Imprimir E-Mail

Para la opinión y el debateYa en la etapa de mi adolescencia, decir que la escuela era "Puro marketing", implicaba decir, lisa y llanamente, que mentía. Luego, en los primeros años de ejercicio de la docencia...

...esa misma concepción del marketing se filtraba en la Feria de Ciencias, el Concert de Inglés, y la promoción puerta a puerta que los docentes teníamos que hacer, folletería en mano, durante el mes de febrero (si, juro que es cierto, y es un caso extremo!!!).

A lo largo de mucho tiempo de trabajo, incluso de conducción, cambié la forma de entender el marketing (quizá porque me formé en ciencias sociales y me especialicé en educación, como para compatibilizar ambos mundos), y comprendí que se pueden hacer las cosas de otra manera. Sobre todo, descreyendo de la expresión Marketing Educativo.

¿Tiene sentido hablar de Marketing Educativo?

Si tomamos como referencia las recomendaciones más frecuentes acerca de la captación y la retención de alumnos en empresas de formación, evidentemente no, porque en su gran mayoría son simples traslaciones de procedimientos comunes a cualquier empresa de servicios, y no atienden a las particularidades del servicio educativo.

¿Cuáles son estas particularidades?

Usted y yo las conocemos muy bien, pues tenemos que lidiar con ellas a diario en el diseño y la gestión de servicios educativos. Por eso cada vez que algún gurú del Marketing agrega el adjetivo 'educativo', rechino los dientes. Y supongo que a una buena cantidad de especialistas en Marketing de Servicios les debe pasar lo mismo. Veamos por qué.

  • El Marketing bien entendido busca relacionar un servicio o producto en particular, con al menos un segmento del mercado en particular también, para  diseñar y llevar a cabo una estrategia integral. Esto requiere de especialistas en Marketing, especialistas en Nuevas Tecnologías aplicadas a la comunicación institucional y la promoción, contenidistas, incluso relacionistas públicos. Y en nuestro caso, también especialistas en educación, que brindarán la información necesaria acerca de los procesos y las características reales del servicio a ofrecer. O sea, no se diferencia en nada del marketing aplicado a otras actividades económicas: cada una tiene de específico las características de su producto o servicio. Si no, debería haber un Marketing Farmacéutico, Marketing Automotor, etc.
  •  La gran fantasía que subyace a buena parte del llamado Marketing Educativo, es que los profesionales de la educación o la conducción pueden hacerse cargo del mismo. Es innegable que esto genera malestar tanto en el personal de conducción como en los docentes, y ni hablar de los alumnos y familias ("Es puro marketing" es sinónimo de "estrategia vacía", cuando no de "puras mentiras"). Si esos son los resultados, es porque las estrategias de marketing no fueron bien pensadas o implementadas (generalmente, debido a que se le quita importancia a las cuestiones pedagógicas). Conclusión: Los profesionales de la formación son un recurso central para el diseño e implementación de estrategias de marketing, pero no necesariamente los encargados de su  implementación.
  • Una mirada realista sobre los procesos que conforman el servicio educativo constituye el factor fundamental para el diseño de una estrategia integral de marketing con buenas perspectivas de implementación: un buen análisis de fortalezas y debilidades del servicio permite, por un lado, mejorar aspectos deficientes, y por otro, no asociar a dicho servicio con cualidades que no posee. Por más doloroso que sea para los propietarios, directivos y docentes, asumir qué parte de lo ofrecido no está saliendo bien y buscar la manera de solucionarlo, ahorra tener que enfrentar las consecuencias mucho peores de una estrategia de posicionamiento que promete lo que no se está en condiciones de asegurar. Y, retomando el punto de la necesidad de especialistas, para este tipo de análisis hace falta algo más que una encuesta abierta que luego nadie sabe procesar, o una encuesta cerrada que brinda porcentajes acerca de temas que parecen importantes para quienes la hicieron, pero que quizá desde la mirada del alumno no tienen la fuerza para determinar su permanencia en la institución. Y también hace falta incluir a los docentes en esta indagación.
  • Por último, cabe destacar la importancia de abordar las estrategias de marketing desde los modelos más actuales, como por ejemplo el Marketing Relacional y la Gestión de la Relación con el Cliente mediante herramientas informáticas (como el software de CRM), pero sin olvidar su contextualización en las necesidades de los servicios de formación de personas. Y volvemos a lo mismo: especialistas en las disciplinas mencionadas, que se acercan e investigan las particularidades del servicio a promocionar, como lo harían con cualquier otro servicio o producto (o producto asociado a un servicio).
  • Hablar de la necesidad de segmentar mercados, de armar bases activas, del ciclo de vida de un servicio, del plan de marketing y de las encuestas no hace una diferencia entre el marketing 'educativo' y el aplicado a cualquier servicio. En todo caso, la formación que se brinda habitualmente es de Elementos de Marketing para docentes o directivos. Y hay muy poco material publicado acerca de todos esos conflictos que surjen debido a la falta de especialización y de conocimiento de las características propias del proceso de formación, o de la conducción institucional del mismo.

En conclusión, si tanto el marketing como la pedagogía tienen como objetivo comprender a su destinatario y conocer sus necesidades, creo que tenemos pendiente la cuenta de trabajar en forma más sinérgica e interdisciplinaria, y ayudar a consolidar servicios de formación capaces de ser efectivos a pesar de los cambios sociales, y sustentables a largo plazo.

Lic. Karina Marzorati