Marketing students' knowledge of financial marketing applied to management
DOI:
https://doi.org/10.71112/0yw3h989Keywords:
financial marketing, marketing students, financial management, university education, knowledgeAbstract
Financial marketing integrates financing decisions with marketing strategies aimed at resource acquisition and organizational trust building in contemporary contexts. This study aims to assess the knowledge of marketing students regarding financial marketing applied to management. A non-experimental, descriptive, cross-sectional research design was adopted. The population consisted of 206 students from the San Miguelito Regional University Center, from which a sample of 38 fourth-year students enrolled in Marketing, Promotion, and Sales Administration was selected. The instrument measured conceptual familiarity, understanding of financial instruments, and the ability to relate them to managerial functions.
Results indicate adequate general knowledge, although application limitations remain.
It is concluded that strengthening practical teaching strategies integrating finance and marketing within university education is essential to enhance analytical competence, professional readiness, and ethical decision-making aligned with contemporary academic standards and professional demands.
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