PLAN DE MARKETING PARA EL POSICIONAMIENTO DEL INSTITUTO TECNOLÓGICO SUPERIOR “DANIEL ÁLVAREZ BURNEO” DE LA CIUDAD DE LOJA, 2018-2021

The present research has as general objective to elaborate a Marketing Plan for the positioning of the Higher Technological Institute "Daniel Álvarez Burneo " in the city of Loja, with the purpose of contributing with the development and strengthening of the brand of the Institution in the market. The elaboration of this work is based on four specific objectives, the first related to external analysis, where an evaluation was made of the factors that have the greatest positive and negative impact on the Institute; through the PESTE analysis, a study that investigates the level of incidence of political, economic, social, technological and ecological factors; through the use of the external factors evaluation matrix (MEFE), whose weighted result was 2.90, which indicates that the Institute is above the average, in its effort to follow strategies that gather external opportunities and avoid possible threats that negatively affect the Institution, identifying the most important opportunities such as: government policies to promote education in Higher Education Technology Institutes, use of technologies, entry barriers for new competitors and the existence of greater numbers from providers. Based on these opportunities that the institution has, it is feasible to generate marketing strategies through digital media, optimizing the technological capacity and the use of the Internet to streamline business processes and the communication and information of the academic services offered by the Institute, besides the benefit that the student has when pursuing a technological career. 7 The next objective included market research, where the interview was conducted for the Rector of the Institute, the application of the surveys to the 5 career coordinators, 155 surveys addressed to the students of the Institute and the 351 directed surveys. to the students who are in the third year of high school, whose sample was obtained through a stratified sample, the formats of the questionnaires applied were elaborated with closed questions and oriented to the collection of information for the study. The internal analysis, which includes the analysis of the functional areas of the Institution, emphasizing the area of Marketing, which allowed us to develop mass advertising strategies to promote correctly and in the appropriate means the service of the Institution; for the determination of the strengths and weaknesses summarized in the internal factors assessment matrix (MEFI), in which the result obtained was 3.21, which reflects that the Institution has a strong internal position and that its strengths such as, Orientation of efforts for customer satisfaction, proper and proper infrastructure, conducting market research and continuous relationship of staff with clients, have a greater weight than weaknesses identified as: lack of publicity of academic services, the institution It does not have a system to evaluate the results of the advertising it carries out and the decrease in the level of sales. For this reason, in order to minimize these weaknesses, taking advantage of the Institute's strengths, strategies aimed at Social Responsibility are developed, taking advantage of and optimizing the 8 infrastructure that the institution possesses, and in the same way a mass communication plan ATL and BTL is generated for the Institute. In the objective related to the situational diagnosis it was possible to identify opportunities for improvement and strengthening needs for the development of the Institution's strategies, through the SWOT analysis, the high impact matrix, and the Internal-External matrix through which determined the current position of the Institute based on the values obtained in the EFE and EFI matrix. Regarding the marketing plan proposal; based on the FO, DO, FA and DA strategies, five objectives are established; preserve and improve market participation, publicize the academic potential of the Higher Technological Institute "Daniel Álvarez Burneo ", promote and project success stories, promote optimal strategic alliances in the public and private sectors, taking advantage of the experience to strengthen mutual capacities and obtain resources from them, develop a mass communication plan ATL - BTL for the Higher Technological Institute Daniel Álvarez Burneo , design and develop a program of Institutional Social Responsibility for the Institute; These objectives were operationalized according to the functional marketing strategies that are Product, Price, Plaza and Promotion. The budget for the fulfillment of this plan is $ 2,286.48 and finally the conclusions that contain the results of the external and internal analysis are presented, the opinion of the Rector of the Institute in front of the presented proposal; the suitable recommendations for the effective fulfillment of the plan, the bibliography and annexes.

• المؤلف الرئيسي: Gómez Jara, Rebeca Alejandra (author)
• التنسيق: bachelorThesis
• اللغة: spa
• منشور في: 2019
• الموضوعات: ADMINISTRACIÓN DE EMPRESAS; PLAN DE MARKETING; OPORTUNIDADES EXTERNAS
• الوصول للمادة أونلاين: http://dspace.unl.edu.ec/jspui/handle/123456789/21942