Estrategias de mercadotecnia educacional en las instituciones educativas de la ciudad de Trujillo
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Date
2021
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Universidad Nacional de Trujillo
Abstract
La presente investigación tuvo como objetivo describir las Estrategias de Mercadotecnia educacional en las instituciones educativas privadas de la ciudad de Trujillo. Debido a los cambios continuos en materia de mercadotecnia, hace que las instituciones educativas tengan que poner especial cuidado en el aspecto de estrategias de mercadotecnia educacional que podría marcar la diferencia para ser competitivos y no ser desplazados por la competencia. El diseño de investigación es no experimental de tipo descriptivo. Aplicando como técnica la encuesta y como instrumento, el cuestionario. La población estuvo constituida por las 268 instituciones educativas privadas de la ciudad de Trujillo, cuya muestra fue 99 instituciones educativas privadas. Como resultado se evidencio que en la estrategia servicio en las instituciones educativas privadas de la ciudad de Trujillo; son los talleres productivos que ofrece la institución; al prestigio y la calidad del profesional y los aspectos tecnológicos; son criterios para calificar a una institución. En la estrategia precio las instituciones educativas privadas; los beneficios de pago que ofrecen son por medio de los descuentos por pronto pago y el precio acorde a la competencia; manteniendo la calidad de la enseñanza. La estrategia promoción de las instituciones educativas privadas de la ciudad de Trujillo; son las redes sociales, uso de spots publicitarios y la modalidad física de enseñanza son indicadores de presencia de la institución y por tanto captación del público objetivo . En cuanto a la estrategia plaza de las instituciones educativas privadas de la ciudad de Trujillo; tener acceso a servicios básicos y acceso a redes de internet, ofrecer seguridad y realización de ferias vocacionales.
The present research aimed to describe the Educational Marketing Strategies in private educational institutions in Trujillo city. Due to continuous changes in marketing, it makes educational institutions have to pay special care in the aspect of educational marketing strategies that could make the difference to be competitive and not be displaced by the competition. The research design is descriptive non-experimental. Applying the survey as a technique and the questionnaire as an instrument. The population consisted of the 268 private educational institutions in Trujillo city, whose sample was 99 private educational institutions. As a result, it was evidenced that in the service strategy in the private educational institutions in Trujillo city; are the productive workshops offered by the institution; to the prestige and quality of the professional and the technological aspects; they are criteria to qualify an institution. In the price strategy, private educational institutions; The payment benefits they offer are through discounts for prompt payment and the price according to the competition; maintaining the quality of teaching. The promotion strategy for private educational institutions in Trujillo city; They are social networks, use of advertising spots and the physical modality of teaching are indicators of the presence of the institution and therefore attracting the target audience. Regarding the strategy of the private educational institutions in Trujillo city; have access to basic services and access to internet networks, offer security and hold vocational fairs.
The present research aimed to describe the Educational Marketing Strategies in private educational institutions in Trujillo city. Due to continuous changes in marketing, it makes educational institutions have to pay special care in the aspect of educational marketing strategies that could make the difference to be competitive and not be displaced by the competition. The research design is descriptive non-experimental. Applying the survey as a technique and the questionnaire as an instrument. The population consisted of the 268 private educational institutions in Trujillo city, whose sample was 99 private educational institutions. As a result, it was evidenced that in the service strategy in the private educational institutions in Trujillo city; are the productive workshops offered by the institution; to the prestige and quality of the professional and the technological aspects; they are criteria to qualify an institution. In the price strategy, private educational institutions; The payment benefits they offer are through discounts for prompt payment and the price according to the competition; maintaining the quality of teaching. The promotion strategy for private educational institutions in Trujillo city; They are social networks, use of advertising spots and the physical modality of teaching are indicators of the presence of the institution and therefore attracting the target audience. Regarding the strategy of the private educational institutions in Trujillo city; have access to basic services and access to internet networks, offer security and hold vocational fairs.
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Keywords
Educación, Tecnología educativa, Instituciones de enseñanza, Marketing