Posicionamiento de la Marca: Definición y propuesta de valor de las Carreras de Mercadotecnia de la Zona 3

Abstract

The present research work was developed in Zone 3, to the third year high school students and to university students with the objective of measuring the degree of perception of the brand, that leads to find a value proposition for a later management of the Brand of the Marketing Career of the Faculty of Administrative Sciences of the Technical University of Ambato. The main problem detected is the lack of knowledge about the level of positioning of the Marketing Career in zone 3. It also takes into account this period of growing competition among universities, in which the need to find a model that contains feasible methods and strategies to achieve the positioning of the Career arises, through Integral Marketing Communication (IMC). Through the application of the survey as an instrument, done to the target market, it was detected that the Career is not positioned, even more to the high school students that are the highest percentage compared to university students, as a result is evident that the positioning would be based on a five-axis model: Advertising, Sales Promotion, Personal Sales, Public Relations and Interactive Marketing. As this research is carried out using statistical models, it becomes a reference for future research and applicable models, for other IES that could take this information as a starting point for the positioning of their careers.