Knowledge of marketing strategies in entrepreneurial students of a virtual university in the caribbean region of colombia

This study evaluates the level of knowledge and skills in marketing and product development among entrepreneurial students of the Universidad Nacional Abierta y a Distancia (UNAD). In theand field-based, adopts a mixed approach and seeks to answer the central question about knowledge in product development, pricing, distribution and communication strategies. The hypothesis is that there is a medium level of knowledge in these areas, which could limit the effectiveness of marketing strategies. The results indicate that, although participants have a solid foundation in product development, there are significant gaps in pricing and distribution strategies. Recommendations are proposed to strengthen marketing training, such as practical workshops and the use of technology, in order to optimize the competencies of student entrepreneurs.