This paper offers an approach to endomarketing, service quality and mana- gement in the educational sector in our country. It explains the trends, strate- gies and context of endomarketing, then it articulates the concept of service quality and endomarketing in the context of the educational sector; it also provides an approach to internal marketing and its external impact on the ac- tivities carried out by educational institutions, finally its importance in educational management, in increasing resources and brand value, through the sense of belonging, motivation and incentives.

Presenta el plan de negocios para la implementación de una empresa dedicada a la asesoría y consultoría en comunicación interna, para organismos público y privados. En Consulting Group aplicaremos herramientas en comunicación interna, basadas en un diagnóstico organizacional, y de ello se derivaran algunas metodologías integradoras y de comunicación, como full days, outdoor, endomarketing, coaching comunicacional, y desarrollaremos otras técnicas funcionales para motivar las habilidades directivas del personal. Los servicios estarían orientados a generar y estructurar procesos dinámicos en la organización para lograr capturar la atención e interés de los empleados, proporcionándoles herramientas adecuadas para que esta comunicación sea rápida, sencilla y fluida, tomando como punto de partida las gerencias, de tal forma que podamos lograr una comunicación eficaz en dond...

This paper offers an approach to endomarketing, service quality and mana- gement in the educational sector in our country. It explains the trends, strate- gies and context of endomarketing, then it articulates the concept of service quality and endomarketing in the context of the educational sector; it also provides an approach to internal marketing and its external impact on the ac- tivities carried out by educational institutions, finally its importance in educational management, in increasing resources and brand value, through the sense of belonging, motivation and incentives.