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Nowadays, the universities must achieve their mission in environments of uncertainty; in this sense, it is proposed that the management targeting the consolidation of the academic offer must develop strategies like marketing as a tool for recruiting students. From this perspective, it was proposed a doctoral dissertation pursuing the goal of building a theoretical approach of educational marketing management in the higher education context in Yaracuy. For the study, the qualitative approach was selected, with an ontological view towards the theory of multiple realities. The study was epistemologically based on the intersubjectivity. Phenomenology and hermeneutics were used as methods because they contribute to show the intersubjective meanings that social actors possess on educational marketing. The selected technique for gathering information was the in-deep interview to nine (9) social actors belonging to three universities from Yaracuy. Sources triangulation was used to unveil the findings, among which highlights that students capacitation   is favored by the institutional image, educational quality and image of the university to the community.

1.La gerencia del marketing educativo en el contexto universitario del estado Yaracuy