Desarrollo e implementación de un plan de marketing para el área de posgrados de la Universidad de las Américas Quito

Abstract

This research corresponds to a research - exploratory study. The same that seeks to identify through the survey of the admission process, the main needs of the postgraduate area to be able to design a marketing plan that contributes to the fulfillment of the goals of new students and the positioning of the brand in the local market. The information required comes mainly from primary sources that include: inquiry with the managers of the areas involved and survey of the admission processes of the University. With the preparation of the marketing plan for the postgraduate area of ​​the University of the Americas, it is expected to meet the proposed goals for each master's degree program by 100%, through the improvement of the admission service for new applicants, Academic offer and improvement of the prestige and market share of the fourth level programs. In addition, it seeks to comply with the requirements established in the Organic Law of Higher Education.