Diseño de estrategias de marketing para el posicionamiento del instituto superior Tecnologico Almirante Illingworth (Aitec) en la ciudad de Guayaquil
Fecha
2021
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
La presente investigación forma parte de un proceso de revisión bibliográfica y referencial para diseñar estrategias de marketing, para el posicionamiento del Instituto Superior Tecnológico Almirante Illingworth (AITEC) en la Ciudad de Guayaquil-Ecuador, indagar más a fondo sobre la forma precisa de crear un plan de marketing, donde se tomen en consideración los atributos de la empresa a través de un análisis del servicio educativo que allí se presta y que pudo ser evaluado luego de la aplicación de encuestas a una muestra significativa y comprobada de personas que representaron el grueso de la población, utilizando una metodología cuali-cuantitativa se procedió a aplicar los procesos pertinentes al abordaje de los instrumentos de recolección de datos, su análisis e interpretación, lo cual presentó una realidad específica de los sujetos de estudio estableciendo así la mejor manera de proponer de una forma sencilla y concisa un plan de marketing orientado a los medios de difusión masiva, medios impresos y sobre todo redes sociales; esto con el fin de incrementar en número de clientes o estudiantes interesados en el servicio educativo. Llegando a la conclusión de que, las estrategias de marketing deben ser aplicadas en lugares, momentos y situaciones muy bien pensadas, organizadas y con un propósito claro ya que de esta manera se logar posicionar el servicio educativo en el mercado donde se desenvuelve.
This research is part of a bibliographic and referential review process to design marketing strategies, for the positioning of the Almirante Illingworth Higher Technological Institute (AITEC) in the City of Guayaquil-Ecuador, to investigate more in depth about the precise way to create a marketing plan, where the attributes of the company are taken into consideration through an analysis of the educational service provided there and that could be evaluated after the application of surveys to a significant and verified sample of people who represented the bulk of The population, using a qualitative-quantitative methodology, proceeded to apply the relevant processes to approach the data collection instruments, their analysis and interpretation, which presented a specific reality of the study subjects, thus establishing the best way to propose a simple and concise way a marketing plan oriented to the mass media goes, print media and especially social networks; this in order to increase the number of clients or students interested in the educational service. Reaching the conclusion that marketing strategies must be applied in places, moments and situations that are well thought out, organized and with a clear purpose, since in this way the educational service can be positioned in the market where it operates.
This research is part of a bibliographic and referential review process to design marketing strategies, for the positioning of the Almirante Illingworth Higher Technological Institute (AITEC) in the City of Guayaquil-Ecuador, to investigate more in depth about the precise way to create a marketing plan, where the attributes of the company are taken into consideration through an analysis of the educational service provided there and that could be evaluated after the application of surveys to a significant and verified sample of people who represented the bulk of The population, using a qualitative-quantitative methodology, proceeded to apply the relevant processes to approach the data collection instruments, their analysis and interpretation, which presented a specific reality of the study subjects, thus establishing the best way to propose a simple and concise way a marketing plan oriented to the mass media goes, print media and especially social networks; this in order to increase the number of clients or students interested in the educational service. Reaching the conclusion that marketing strategies must be applied in places, moments and situations that are well thought out, organized and with a clear purpose, since in this way the educational service can be positioned in the market where it operates.
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MARKETING, POSICIONAMIENTO, ATRIBUTOS, BRANDING