Plan de marketing estratégico para el Instituto Superior Tecnológico del Austro, año 2024

Abstract

Abstract: Instituto Superior Tecnológico del Austro, previously known as Instituto Superior Luis Rogerio González, seeks to reposition itself in the educational market of the region. This study presents a strategic marketing plan for 2024, focused on educational marketing practices, diversification of academic offerings, student recruitment and retention, and brand strengthening. Through a thorough analysis of the environment and the current situation, strengths were identified, such as its reputation and teaching quality, as well as weaknesses, such as lack of resources. Opportunities for improvement were also identified, involving areas such as communication and infrastructure management. This work provides a roadmap for the repositioning of the Instituto Superior Tecnológico del Austro, focused on growth, educational quality, and adaptation to the digital environment. A marketing operational plan, detailing specific tactics, is included, along with an implementation timeline. It also incorporates a contingency plan that addresses potential risks, including actions to guarantee successful implementation.