Estrategias de marketingdigital para el instituto tecnológico superior Tecnópolis para su posicionamiento en el mercado Guayaquileño
Fecha
2021
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Universidad de Guayaquil, Facultad de Ciencias Administrativas
Resumen
La presente investigación surge debido a la ausencia de capacitación de los empleados en relación a laatención al cliente y en temas relacionados al marketing. Lo anterior, limita el posicionamiento dela marca “TECNÓPOLIS” frente a la competencia directa de otras Instituciones de Educación Superior.A continuación se detalla de manera exhaustiva losantecedentesde la investigación y se definen los elementos teóricos y conceptuales del marketingy el porquéde la necesidad de implementar un estrategia en el Instituto Tecnológico Superior Tecnópolis , en la presente investigación se realizó el planteamiento del problema y objetivos a seguir, así como también se efectuó una investigación cualitativa y cuantitativa del tipo descriptivo y no experimentalpara lograr los objetivos propuestos, finalmente se proponen un conjunto de conclusiones y recomendaciones a seguir por el Instituto Tecnológico Superior Tecnópolisque les permita implementar una serie de estrategias para posicionarse en el mercado guayaquileño.
The present investigation arises due to the lack of training of employees in relation to customer service and marketing-related issues. The foregoing limits the positioning of the "TECNÓPOLIS" brand in the face of direct competition from other Higher Education Institutions. Below is an exhaustive detail of the background of the investigation and the theoretical and conceptual elements of marketing are defined and the reason for the need to implement a strategy in the Technological Institute of Higher Tecnópolis. In the present investigation, the statement of the problem was carried out and objectives to be followed, as well as a qualitative and quantitative investigation of the descriptive and non-experimental type to achieve the proposed objectives. Finally,a set of conclusions and recommendations are proposed to be followedby the Instituto Tecnológico Superior Tecnópolis that allows them to implement a series of strategies to position itself in the Guayaquil market.
The present investigation arises due to the lack of training of employees in relation to customer service and marketing-related issues. The foregoing limits the positioning of the "TECNÓPOLIS" brand in the face of direct competition from other Higher Education Institutions. Below is an exhaustive detail of the background of the investigation and the theoretical and conceptual elements of marketing are defined and the reason for the need to implement a strategy in the Technological Institute of Higher Tecnópolis. In the present investigation, the statement of the problem was carried out and objectives to be followed, as well as a qualitative and quantitative investigation of the descriptive and non-experimental type to achieve the proposed objectives. Finally,a set of conclusions and recommendations are proposed to be followedby the Instituto Tecnológico Superior Tecnópolis that allows them to implement a series of strategies to position itself in the Guayaquil market.
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MARKETING DIGITAL, ESTRATEGIA DIGITAL, ISTITUTO TECNOLÓGICO SUPERIOR TECNÓPOLIS, MARCA