“Considerations and Perspectives for the Development of Higher Education Institutions in Cuba Based on Marketing Strategies: A Study Case of the University of Artemisa”

The important context for understanding the vision for the development of Higher Education Institutions is from a current and global landscape, where educational marketing perspectives are emerging as a principal role due to rising competition between universities. This study proposes perspectives for developing Higher Education Institutions in Cuba from an approach of Marketing Strategies, through theoretical considerations, marketing references and practical situations regarding the university processes based on the University of Artemisa “Julio Díaz González”. The research included a systematic review that determined the relevant theoretical references to apply in Cuban universities. Subsequently, an interview was conducted with professors and managers. A marketing program was developed for the Artemisa University “Julio Díaz González” based on an analysis of the internal and external environment using a matrix. The findings were that adopting promoting universities 4.0 will allow achieving an optimal degree of development, from a contemporary vision of society. Together with the market paradigm for taking a competitive advantage, applying correct marketing strategies that enable the dialectical relationship of university processes, and paying special attention to internationalization from an approach of the customer vision with a mix of diverse services considering the characteristics of the Cuban State, provinces, cultural heritage and links with the territories in university extension activities. Furthermore, the research is the first approach to marketing and its application in Cuban institutions, especially at the University of Artemisa. Therefore, it could be a guide for policymakers, university administrators, and other stakeholders in the decision-making process, positioning in correspondence with the demands of the actual society.