La Gestión del Marketing y el posicionamiento del Instituto Tecnológico Republica de Alemania en la Ciudad de Riobamba

ABSTRACT: The main objective of this research is to determine the impact of marketing management on the positioning of the Instituto Superior Tecnológico República de Alemania in the city of Riobamba. For this purpose, an analysis of the marketing management will be carried out by the administrative staff and the institute's president to strengthen its positioning. The methodology employed focuses on achieving the specific objectives set for this project. For the development of the theoretical basis of the topics and subtopics, descriptive, field, and bibliographic research was used based on the criteria of authors of books, journals, and scientific articles. Methodological instruments such as interviews with Dr. Edgar Wellington Frías Borja, Academic Rector of the Instituto Superior Tecnológico "República de Alemania" (ISTRA), were applied to collect data as well as surveys directed to young people between 18 and 29 years of age in the city of Riobamba. The research concludes that marketing strategies are not only crucial for attracting potential students but also for strengthening the brand image, improving the student experience, and ensuring sustainable and competitive growth of the institute in the educational market. It is recommended that the effectiveness of advertising strategies be evaluated in short periods to identify problems immediately. It is suggested that strategies be used both in the internal and external environment of the institute.

• Autor principal: Lema Yuquilema, Ruth Nataly (author)
• Otros Autores: Remache Remache, Adriana Alexandra (author)
• Formato: bachelorThesis
• Lenguaje: spa
• Publicado: 2024
• Materias: marketing; investigación; posicionamiento; estrategias
• Acceso en línea: http://dspace.unach.edu.ec/handle/51000/13880