Management skills to co-create educational value through disruptive marketing strategies in the Peruvian university sector

This study examines how Peruvian universities can respond to the challenges of globalization and digitalization through the co-creation of educational value and the adoption of disruptive marketing strategies. The objective was to analyze the impact of managerial skills on the co-creation of educational value through disruptive marketing in the Peruvian university sector. The methodology was qualitative and analytical, based on the review and content analysis of 29 scientific documents selected from the Scopus and WoS databases, applying the PRISMA method and Grounded Theory to ensure rigor in the selection and codification of information. The main result reveals that managerial skills, such as effective communication, emotional intelligence, leadership, adaptability, and knowledge management, are essential to promoting innovation and the co-creation of educational value. Furthermore, the integration of digital technologies and disruptive marketing strategies allows universities to differentiate themselves, increasing student satisfaction and loyalty. In conclusion, the combination of managerial skills and innovative marketing is key to the transformation and sustainability of Peruvian higher education.