Perspectives of Digital Marketing for the Dissemination of Scientific Production in Technological Institutes Perspectivas del Marketing Digital para la Difusión de la Producción Científica en Institutos Tecnológicos

Abstract

The purpose of the research is “To reveal, from the meanings of teachers, the use of digital marketing tools for the development of sustainable scientific production, at the Instituto Superior de Tecnología Consulting Group Ecuador.” Considering the methodological aspect, the study is framed in qualitative research and interpretive paradigm. The key informants were 6 teachers from the institute. The data collection techniques were in-depth interviews; Data analysis was carried out following the Miles and Huberman method and triangulation. The information was processed through Atlas ti software. The findings yielded three categories; Digital Marketing, Scientific Production and Academic Programs that revealed the importance of the application of the marketing strategy for the generation of value and dissemination of scientific production, as well as the willingness of the teaching staff to train to integrate it with the needs of the users.