Resumo

NAVARRO DEL TORO, Guillermo José. The Paradigm of Digital Marketing in Academia, University Entrepreneurship and Established Companies. RIDE. Rev. Iberoam. Investig. Desarro. Educ [online]. 2022, vol.13, n.25, e045.  Epub 12-Jun-2023. ISSN 2007-7467.  https://doi.org/10.23913/ride.v13i25.1321.

The updating required by students in the marketing area is of utmost importance, since they cannot wait until they are professionals to be updated, especially in entrepreneurship and around digital marketing. The objective of this work was to develop a digital marketing specialty module that allows changing the academic-entrepreneurial-entrepreneurial paradigm of the graduate of the Centro Universitario de los Altos (CUAltos) in economic-administrative sciences at the undergraduate, graduate and specialty levels. The module aims to instruct the student in the latest in digital marketing. As part of this, two surveys were applied to the teachers of this center to know the viability and willingness to participate in this module. Among the results, it was discovered that marketing research specialists who work as teachers at CUAltos are willing to train other teachers and students of the University of Guadalajara's system, as well as to advise students in their ventures so that they can apply different components of this field.

Palavras-chave : academy; entrepreneurship; specialty; marketing; module; paradigm.

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