Estrategias B2B en educación virtual: diagnóstico de necesidades formativas empresariales en México y Colombia

Abstract

La brecha entre las competencias universitarias y las demandas del entorno empresarial ha motivado una mayor colaboración entre academia, industria y gobierno. Este estudio diagnostica las oportunidades del modelo B2B (business-to-business) en educación superior virtual, a partir de la alianza entre la Universidad Virtual CNCI de México y la Fundación Universitaria del Área Andina de Colombia. Mediante una metodología mixta, se identificaron las necesidades formativas de empresas aliadas, su percepción sobre la formación profesional y los beneficios del modelo B2B. A diferencia del enfoque tradicional B2C (business-to-customer), ambas instituciones buscan diversificar sus estrategias educativas a la medida del sector empresarial, reconociendo al empresario como cliente potencial de la educación virtual. El objetivo es ofrecer formación continua que integre competencias blandas y técnicas, alineadas con las tendencias del mercado. Los hallazgos facilitan una oferta académica más pertinente, flexible y orientada a la empleabilidad y el desarrollo sostenible. --------------------------------------------------------------------------------------------------------- The gap between university competencies and the demands of the business environment has motivated greater collaboration between academia, industry, and government. This study diagnoses the opportunities of the B2B (business-to-business) model in virtual higher education, based on the alliance between the Universidad Virtual CNCI of Mexico and the Fundación Universitaria del Area Andina of Colombia. Through a mixed methodology, the training needs of partner companies, their perceptions of professional training, and the benefits of the B2B model were identified. Unlike the traditional B2C (business-to-customer) approach, both institutions seek to diversify their educational strategies custom-tailored for the business sector, recognizing entrepreneurs as potential customers of virtual education. The objective is to offer continuing education that integrates soft and technical skills, aligned with market trends. The findings facilitate a more relevant and flexible academic offering oriented toward employability and sustainable development.