Estrategias de marketing para mejorar el posicionamiento de la Universidad Técnica de Cotopaxi.

The present investigation title is “Marketing Strategies to improve the positioning of the Technical University of Cotopaxi”, which need the design of strategies of marketing base on the positioning of the University; for such reason it was realised an investigation with a qualitative approach with the purpose to know the current positioning of the university, which was carried out by means of a descriptive investigation, of field and documentary where recolect data through two formats of surveys; these applied to students of third year of bachillerato of the pertaining schools to the Zone 3 and students of the Technical University of Cotopaxi, which provided the necessary and important information to establish the internal and external analysis of the university developing the FODA matrix of the current situation of the University. When finalising the process of investigation could conclude that the Technical University of Cotopaxi has an image and a mark that does not find identified in the society, since 36% of the students polled that they continued with their university studies know about the University and of this percentage 24% knows the academic offer that has the institution, likewise determined that due to the fact that they do not exist previous investigations to the positioning of the university has not implemented a plan of action of strategies that allows to give solution to problems like the perception of the society in front of the image and mark of Technical University of Cotopaxi; finally it posed the proposal to design strategies of marketing to position the University, so much to local level as to national and international level, strategies like increasing the academic offer strategically with careers that the students sue at present, communicate the percentage of available scholarships in the university for potential students of scarce economic resources that wish to study in the UTC and create a bond between the student, the university and the companies, where they can build a network and increase the collaboration to future offering to the student the possibility of labour stability.

• Huvudupphovsman: Alvares Noroña, Piedad Michelle (author)
• Övriga upphovsmän: Villa Toapanta, Magali Stefanía (author)
• Materialtyp: bachelorThesis
• Språk: spa
• Publicerad: 2018
• Ämnen: Comercial; Marketing; Posicionamiento; Estrategias
• Länkar: http://repositorio.utc.edu.ec/handle/27000/5910