The study of social demand and labor demand analyzes the relevance of the planning of higher education programs to meet the needs of society. Given this, the present study aims to identify social and labor demand in the Amazon region, through a case study applied in the province of Rodríguez de Mendoza. The methodology used was a descriptive, non-experimental design with a population composed of fourth and fifth-grade students from secondary institutions and organizations with economic activities in the province. The sample used was 747 students and 84 organizations, to which a survey was applied to collect the information. The results show that 72% are willing to study at the National University Toribio Rodríguez de Mendoza and 38.7% of the students want to study Agribusiness Engineering, followed by Agroecology Engineering with 24.2%. It is concluded that the affinity for these two fields of study is because the province has great agro-export potential, with coffee being its main agricultural export product. © 2024 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group.
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