La Responsabilidad Social y la Mercadotecnia. Percepciones de estudiantes del Área Administrativa de Universidades privadas en la ciudad de Chilpancingo, Gro.

Abstract

The purpose of Social Responsibility emerged from
the company setting; however, its importance has
spread across all kinds of organizations, and
educational institutions have been asked to join in and
help with the creation of socially responsible
professionals.
Marketing exerts a strong influence in the way that
organizations work due to the fact that a lot of their
decisions are made based on marketing criteria. This
investigation aimed to analyze private university
students in Chilpancingo, enrolled in administrative
majors, in order to determine their points of view
regarding what Social Responsibility is, the benefits
that it may offer, and their own roll as professionals.
This research took place in three local private
universities, and the data was obtained through a
survey applied by convenience sampling. The general
results indicate that their perception is limited and that
they neither identify the relationship with Marketing
nor the benefits for the companies. However,
individual results show that there are differences from
one institution to another.