Resumen

PULIDO CAPURRO, V.M.  y  OLIVERA CARHUAZ, E.S.. Educational management: An entrepreneurial vision of basic education. Rev. ciente. UCSA [online]. 2019, vol.6, n.3, pp.52-62. ISSN 2409-8752.  https://doi.org/10.18004/ucsa/2409-8752/2019.006.03.052-062.

The constant advance of globalization has led to substantial changes in the management style of basic education institutions, which demand that managers, in addition to being professionals in the field of education, have knowledge of techniques and tools of the Administrative Sciences for the achievement of results. The present theoretical research analyzes previous studies on the management in the institutions of basic education, emphasizing in two primordial aspects as they are the talent management and educational marketing. On the human talent side, there are deeply rooted concepts within it, such as leadership and institutional culture, which have a direct impact on educational performance. In educational marketing there are seven variables (product, price, place, promotion, people, process and physical evidences), whose joint work contributes to the design of the educational service, which must meet the requirements and demands of the community.

Palabras clave : Basic education; educational management; talent management; educational marketing.

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