El egresado de la carrera Ciencias de la Informaci\'on y su inserci\'on en la gesti\'on de mercadotecnia

TL;DR

This paper explores how Cuban information science graduates can be effectively trained as marketing managers by analyzing curricula and professional competencies through theoretical and interview-based methods.

Contribution

It identifies key competencies for information science graduates to succeed in marketing management within the Cuban educational and professional context.

Findings

Certain competencies are essential for information professionals in marketing roles.

Curricular content influences the development of relevant marketing competencies.

Professional practice confirms the importance of specific skills for marketing management.

Abstract

The study aims to identify the possibilities offered by academic studies in Cuba for the training of information professionals as marketing managers. A theoretical analysis is conducted of the basic functions of marketing and its information dimension, the specific features of the work of the marketing manager, and the competencies developed by Curriculum D in information science graduates in the Cuban context. Based on the analysis of curricular contents and interviews with ten information professionals working as marketing managers, determination was made of some indispensable competencies which should be developed during the training and later on during service practice.