Guide to design a strategic marketing plan to increase professional women in information technologies
DOI:
https://doi.org/10.26439/interfases2017.n10.1770Keywords:
Professionals women, information technologiesAbstract
This work seeks to show the situation of an undergraduate career related to information technologies and the low population of women among its students; in contrast to the great job opportunities and social mobility offered by this career, both locally and internationally. Indeed, today’s companies require professionals of careers linked to information technologies, and, moreover, seek diversity among their collaborators. This paper also aims to create a conceptual framework related to a marketing strategy and a methodology for the elaboration of a strategic marketing plan in order to increase the number of women in these careers. And also, to contribute to the gender balance in information technologies careers in Peru.
Downloads
References
Aaker, D., y Shansby, J. (1982). Positioning your product. Business Horizons, 25(3), 56-62. DOI:10.1016/0007-6813(82)90130-6
Ahuja, M. (2002). Women in the information technology profession: a literature review, synthesis and research agenda. European Journal of Information Systems, 11(1), 20-34. DOI:10.1057/palgrave/ejis/3000417
ANR. (2011). Datos estadísticos universitarios. Universidades 2011, Población universitaria 2010. Recuperado de http://censos.inei.gob.pe/cenaun/redatam_inei/doc/ESTADISTICA_UNIVERSITARIAS.pdf
Berger, P. y Luckmann, T. (1966). The Social Construction of Reality: A Treatise in the Sociology of Knowledge. Nueva York, Estados Unidos: Doubleday/Anchor. DOI:10.2307/323448
Bock, D., Poole, S., y Joseph, M. (2014). Does branding impact student recruitment: a critical evaluation. Journal of Marketing for Higher Education, 24(1), 11-21. DOI:10.1080/08841241.2014.908454
Chatoney, M., y Andreucci, C. (2009). How study aids influence learning and motivation for girls in technology education. International Journal of Technology and Design Education, 19(4), 393-402. DOI:10.1007/s10798-009-9094-8
Cohoon, J. (2002). Recruiting and retaining women in undergraduate computing majors. ACM SIGCSE Bulletin -Women and Computing, 34(2), 48-52. DOI:10.1145/543812.543829
Cohoon, J., y Lord, H. (2006). A Faculty Role in Women’s Participating in Computing. En Encyclopedia of Gender and Information Technology (297-303). IGI Global. DOI:10.4018/978-1-59140-815-4.ch046
Consorcio de Universidades. (2017a). Nosotros. Recuperado de http://www.consorcio.edu.pe/nosotros/
Consorcio de Universidades. (2017b). Programa de Intercambio Académico Estudiantil. Recuperado de http://www.consorcio.edu.pe/actividades/intercambioacademico/
Decreto Legislativo 882. (9 de noviembre de 1996). Ley de promoción de la inversión en la educación. Diario oficial El Peruano.
Díaz, J. (2008). Educación superior en el Perú: tendencias de la demanda y la oferta. En M., Benavides (Ed.), Análisis de programas, procesos y resultados educativos en el Perú: contribuciones empíricas para el debate (83-129). Lima, Perú: Grupo de Análisis para el Desarrollo. Recuperado de http://biblioteca.clacso.edu.ar/Peru/grade/20100405042637/analisis-2.pdf
Filip, A. (2012). Marketing theory applicability in higher education. Procedia - Social and Behavioral Sciences, 46, 912-916. DOI:10.1016/j.sbspro.2012.05.223
Fosca, C. (2016). Sobre la gestión de las universidades y su financiamiento. En S. Pedraglio (Coord.), Dosier. Aproximaciones a la educación universitaria. Perú 2016 (36-51). Lima, Perú: Pontificia Universidad Católica del Perú.
Galpin, V. (2002). Women in Computing Around the World. ACM SIGCSE Bulletin, 34(2), 94-100. DOI:10.1145/543812.543839
Harrison, L. (2009). Strategic Positioning in Higher Education. Academy of Educational Leadership Journal, 13(1), 103-111.
Hodkinson, P., y Sparkes, A. (1997). Careership: a sociological theory of career decision making. British Journal of Sociology of Education, 18(1), 29-44. DOI:10.1080/0142569970180102
Instituto Nacional de Estadística e Informática - INEI (2010). II Censo Nacional Universitario.[Sistema de consulta de datos]. Recuperado de http://censos.inei.gob.pe/cenaun/redatam_inei/
Instituto Nacional de Estadística e Informática - INEI. (11 de agosto del 2015). El 27 % de la población peruana son jóvenes [Nota de prensa]. Recuperado de https://www.inei.gob.pe/prensa/noticias/el-27-de-la-poblacion-peruana-son-jovenes-8547/
Kotler, P., y Fox, K. (1995). Strategic marketing for educational institutions (2.a ed.). Nueva Jersey, Estados Unidos: Prentice-Hall.
Kotler, P., y Keller, K. (2012). Dirección de marketing (14.a ed.). México, D. F.: Pearson Educación.
Lacey, T., y Wright, B. (2010). Occupational employment projections to 2018. Monthly Labor Review, 82–123. Recuperado de https://www.bls.gov/opub/mlr/2009/11/art5full.pdf
Lozano, A., Guido, F., Torres, V., y Talbot, D. (2000). Latina College Students: Issues and Challenges for the 21st Century. Journal of Student Affairs Research and Practice, 37(3), 511-527. DOI:10.2202/1949-6605.1111
ManpowerGroup. (2015). Encuesta de escasez de talento 2015. Recuperado de https://www.manpower.com.pe/mpintranet/publicaciones/3166-9795432090759.pdf
ManpowerGroup. (2017). Encuesta de escasez de talento. Resultados Perú 2016/2017. Recuperado
de https://www.manpower.com.pe/mpintranet/publicaciones/4466-9358284738328.pdf
Massachusetts Institute of Technology - MIT. (2017). Mit Facts. The campus. Recuperado de http://web.mit.edu/facts/campus.html
Nacional Center for Women & Infrmation Technology - NCWIT. (2017). Women and Information Technology. By the Numbers. Recuperado de https://www.ncwit.org/sites/default/files/resources/btn_03232016_web.pdf
Nix, S., Perez-Felkner, L., y Thomas, K. (2015). Perceived mathematical ability under challenge: a longitudinal perspective on sex segregation among STEM degree fields. Frontiers in Psychology, 6, 1-19. DOI:10.3389/fpsyg.2015.00530
Piscoya, L. (2008). Formación universitaria vs. Mercado laboral II. Lima, Perú: Asamblea Nacional de Rectores del Perú / Iesalc-Unesco.
Pontificia Universidad Católica del Perú - PUCP. (2016). Doctorado en Gestión Estratégica. Recuperado de http://posgrado.pucp.edu.pe/doctorado/gestion-estrategica/
Quacquarelli Symonds Limited - QS. (2017). QS World University Rankings. Recuperado de https://www.topuniversities.com/university-rankings/world-university-rankings/2018
Rudd, D., y Mills, R. (2008). Expanding Marketing principles for the sale of higher education. Contemporary Issues in Education Research, 1(3), 41-52. Recuperado de http://files.eric.ed.gov/fulltext/EJ1056381.pdf
Sáinz, M., y Eccles, J. (2012). Self-concept of computer and math ability: Gender implications across time and within ICT studies. Journal of Vocational Behavior, 80(2), 486-499. DOI:10.1016/j.jvb.2011.08.005
St. John, E., y Noell, J. (1989). The effects of student financial aid on access to higher education: An analysis of progress with special consideration of minority enrollment. Research in Higher Education, 30(6), 563-581. DOI:10.1007/BF00992391
Sullivan, P. (2001). Gender differences and the online classroom: male and female college students evaluate their experiences. Community College Journal of Research and Practice, 25(10), 805-818. DOI:10.1080/106689201753235930
Thomas, T., y Allen, A. (2006). Gender Differences in Students’ Perceptions of Information Technology as a Career. Journal of Information Technology Education, 5, 165-178. Recuperado de http://jite.org/documents/Vol4/JiteContentsVol5.pdf
Tourism Canada, Economic Planning Group, CommuniCorp, Inc (1986). Tourism is your business. marketing management: a program for Canada’s tourism industry. Toronto, Canadá: Canadian Hotel & Restaurant / Maclean Hunter / Tourism Canada and the Canadian Government Pub. Centre.
Trauth, E. (2006). Theorizing Gender and Information Technology Research. En Encyclopedia of Gender and Information Technology (1154-1159). IGI Global. DOI:10.4018/978-1-59140-815-4.ch182
Downloads
Published
Issue
Section
License
Authors who publish with this journal agree to the following terms:
Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under an Attribution 4.0 International (CC BY 4.0) License. that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
Last updated 03/05/21
