Marketing relacional en la universidad ecuatoriana en tiempo de crisis. Caso Universidad de Las Artes año 2021

Abstract

Abstract: The objective of this research is to analyze the relationship marketing strategies at the University of the Arts in times of crisis, oriented to achieve student satisfaction, for which an exhaustive review of the available literature, in books, magazines and scientific articles and works related to the research topic is carried out. The sample of 213 is defined from a total population of 1587 students atthe University of the Artsboth at undergraduate and graduate level, applying an online survey to diagnose and evaluate the relationship marketing strategies through digital tools offered by the UArtes in the academic-administrative and communication areas and the application of an interview to the director of communication. The results obtained show that the UArtes has not implemented relational strategies in times of crisis, being necessary to propose a relational marketing plan with strategies for promotion and communication, recruitmentand loyalty to increase the student population positioning the brand of the UArtes in 2022 in times of crisis and facilitate management at the administrative and service level.