Curricular Adjustment in Higher Education: Case of Marketing Career

Abstract

The problem addressed by this research is the low demand for applicants for the Marketing Career at the State University of Bolívar. The research design was non-experimental, cross-sectional, the research level is descriptive, with qualitative-quantitative analysis, the methods used are: Inductive - Deductive and Analytical - Synthetic; The information was collected through online user surveys. The most significant findings are: 51% of those surveyed chose the Marketing career due to the score achieved in the Admission and Leveling System; while 40, 5% remain in the career due to the professional profile it offers; the subjects of greatest interest to students are: Graphic Design with 45.5%; Events and Public Relations with 14.9%, which are classified as: innovative and practical. On the other hand, the respondents suggest incorporating subjects such as: Neuromarketing with 53.7% and Digital Marketing with 52.1% to the curriculum. In addition, they mostly state that the career met their academic expectations, as well as that it has successfully allowed them to develop skills and intellectual abilities; finally, 47.9% of future professionals are projected with entrepreneurships, while 24% intend to work in public and / or private institutions.      Finally, the most relevant conclusions are: the curricular adjustments favor the attractiveness of the Marketing career, articulating the Academy, Research and connection with society, and responding to the current needs and future projections of the context.