Estudio sobre la importancia de ofertar una maestría para los profesionales egresados de marketing de la Universidad Técnica de Machala.

Abstract

The present study determined the importance and need to offer a master’s degree at the Technical University of Machala for professionals graduated from marketing. Through variables, inherent to the theories of Needs and motivations, raised by Maslow and Mc Clelland, the main perceptions and requirements of graduates on a master’s degree were identified. The research followed a qualitative and quantitative approach, through the focus group and survey technique, respectively. The participation of 19 UTMACH Marketing professionals was considered for the development of the focus group, and 100 for the application of the survey. The results allowed determining among other findings that, currently, a master’s degree if it represents a need in marketing graduates; they relate a fourth level career with the need for achievement raised by Mc Clelland and, Digital Marketing and Communication is the a priori área to study the master’s degree