Diseño de estrategias de marketing para la academia moviendo un peón en la Ciudad de Guayaquil, para el año 2019
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2018
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Universidad de Guayaquil Facultad de Ciencias Administrativas
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El presente trabajo de titulación tiene la finalidad de diseñar de estrategias de marketing para la creación de la academia Moviendo un Peón, partiendo de un estudio de las teorías que tienen relación con las estrategias marketing mix y su aplicación en las instituciones educativas, así como se analiza lo que están haciendo otras academias de ajedrez y poder aplicarlo en las demás instituciones como un espacio de recreación y ciencia, para esto se identificó cuáles son los anuncios publicitarios que utilizan los mercadólogos para conseguir información sobre ofertas académicas, para lo cual se seleccionó una muestra de 383 padres de familia, dando como resultado que los mercadólogos acuden a conseguir información personalmente a las instituciones educativas más cercanas de la sede principal, y que también lo están haciendo a través de las redes sociales y blog. Es por eso que, como propuesta se planteó desarrollar estrategias de marketing mix aplicadas a las 5C´s para lograr captar clientes, y que se inscriban en la academia Moviendo un Peón. También, se desarrollarán estrategias habituales como el uso de medios publicitarios como propaganda en el periódico y folletos, así como la utilización de medios en el internet como es el Facebook, blog y se propone la entrega de certificado a los alumnos para que se sientan augusto de haber aprendido y culminado todos los módulos en la respectiva academia y se identifiquen con un valor. Al poner en práctica todo el plan estratégico de marketing, cuyo costo anual es de $33,636 la academia Moviendo un Peón tendría un costo beneficio de $1.51 por cada dólar invertido en la publicidad.
The present research project has the purpose of designing marketing strategies for the creation of the Moving a Pawn academy, based on a study of the theories that are related to marketing mix strategies and their application in educational institutions, as well as Analyze what other chess academies are doing and be able to apply it in other institutions as a space for recreation and science. For this purpose, it was identified which advertisements are used by marketers to obtain information about academic offers, for which a sample of 383 parents, resulting in that marketers come to get information personally to the educational institutions closest to the main headquarters, and that they are also doing through social networks and blog. That is why, as a proposal, it was proposed to develop marketing mix strategies applied to the 5C’s in order to attract customers, and to enroll in the Moving a Pawn academy. Also, habitual strategies will be developed such as the use of advertising media such as propaganda in the newspaper and brochures, as well as the use of media on the Internet such as Facebook, blog and the proposal of the certificate to students so that they feel august of having learned and completed all the modules in the respective academy and identify with a value. When implementing the entire strategic marketing plan, whose annual cost is $33,636, the Moving a Pawn Academy would have a cost benefit of $1.51 for every dollar invested in advertising.
The present research project has the purpose of designing marketing strategies for the creation of the Moving a Pawn academy, based on a study of the theories that are related to marketing mix strategies and their application in educational institutions, as well as Analyze what other chess academies are doing and be able to apply it in other institutions as a space for recreation and science. For this purpose, it was identified which advertisements are used by marketers to obtain information about academic offers, for which a sample of 383 parents, resulting in that marketers come to get information personally to the educational institutions closest to the main headquarters, and that they are also doing through social networks and blog. That is why, as a proposal, it was proposed to develop marketing mix strategies applied to the 5C’s in order to attract customers, and to enroll in the Moving a Pawn academy. Also, habitual strategies will be developed such as the use of advertising media such as propaganda in the newspaper and brochures, as well as the use of media on the Internet such as Facebook, blog and the proposal of the certificate to students so that they feel august of having learned and completed all the modules in the respective academy and identify with a value. When implementing the entire strategic marketing plan, whose annual cost is $33,636, the Moving a Pawn Academy would have a cost benefit of $1.51 for every dollar invested in advertising.
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CONTEXTO, COLABORADORES, ESTRATEGIAS, MARKETING MIX APLICADAS A LAS 5C´S