| Sumario: |
Marketing strategies, like other variables of various disciplines, are based on focused management, in this sense it is necessary to optimize organizational processes from the achievement of goals from a true market segmentation. In this sense, the research presents the general objective of analyzing strategic management from the segmentation of markets in educational communities, where it was delimited into two organizational units such as the Central Campus and the San Miguelito Regional University Centerof the University of Panama. A positivist paradigm framed the approach, with methodology outlined by a type of applied, descriptive, non-experimental field study, and cross section. The population consisted of 80 subjects through quota sampling, which managed to support the measurement and quantitative data that allowed obtaining evidence and constructs supported by the variables. For the collection of information, a self-administered questionnaire was applied from the GOOGLE FORM tool. The content validity was applied to it through the judgment of three experts; as well as the reliability process applying the Cronbach Alpha coefficient, being high at 0.91, which allowed the application of the designed Likert-type instrument. The results led to the conclusion of the need to deepen and disseminate internal marketing strategies for the university transformation and innovation process, through the promotion of services from objective and palpable segmentation.
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