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This article presents marketing in service organizations describing its historical development, current and future situation, making emphasis in Educational Marketing management in higher education organizations, specifically for Colombia. Additionally, the importance of using tools such as marketing research and marketing plan in these organizations is shown with the purpose to collect information on trends in higher education, the viability in the offer of academic programs, institutional perception and satisfaction level of students, teachers, researchers and administrative staff. This concept of educational marketing in MIGME model proposal should make possible to improve institutions' academic offer, in order to adjust better to society and productive sector needs. Various secondary information sources were consulted to develop this document, such as sector studies, statistics and specialized articles.

Un enfoque de mercadeo de servicios educativos para la gestión de las organizaciones de educación superior en Colombia: el modelo migme