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

Abstract

Abstract: This research answers to an investigative exploratory study, which seeks to identify, with the analysis of the admissions process, the most important needs in the post graduate area. This will be followed by the design of a marketing plan that helps quota completion of new enrollment and the brand positioning in the local market. The required information comes from the main sources which are: inquiry with the directors of the involved areas and the University's admissions process uprising. With the creation of the marketing plan for the post graduate admissions office of the Universidad de las Américas, the hopes are to improve service quality during the admissions process for new enrollment, increase the academic offer and optimize the prestige and presence in the current market for fourth level education programs. Plus, the goal is to reach the year's quota and stick to the demands of the Organic Law of Superior Education.