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Plan de marketing para el posicionamiento regional universitario: Caso Universidad Pontificia Bolivariana seccional Palmira

Author

Listed:
  • Alain Castro Alfaro
  • Lino Antonio Mercado León
  • Lino Antonio Mercado León
  • Miguel Ángel Londoño Ossa

Abstract

Considerando la importancia que reviste para una institución de educación superior el fomento de su imagen, la presente investigación evalúa el nivel de reconocimiento de la Universidad Pontificia Bolivariana, seccional Palmira, respecto a sus rivales de mercado. En el proceso investigativo se hizo uso de la segmentación de mercados e identificación de variables socio-demográficas, entre estudiantes de 10º y 11º en colegios de la zona de influencia. Como resultado de este proceso se establecen los insigths de suficiencia, para el diseno de un plan de posicionamiento que proyecte una imagen favorable, consistente y diferencial, que estimule la demanda de su oferta educativa.

Suggested Citation

  • Alain Castro Alfaro & Lino Antonio Mercado León & Lino Antonio Mercado León & Miguel Ángel Londoño Ossa, 2017. "Plan de marketing para el posicionamiento regional universitario: Caso Universidad Pontificia Bolivariana seccional Palmira," Revista Saber, Ciencia y Libertad, Universidad Libre - Sede Cartagena, vol. 12(2), pages 233-247, July.
    • Handle: RePEc:col:000497:016562
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