Estrategias de mercadeo educativo para la captación y retención de estudiantes en la Universidad Libre - seccional Barranquilla, 2012 - 2013
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Fecha
2012
Autores
Martín Gallego, Carmen
Berrio Peñaredonda, Irma
Márquez Blanco, Norka
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Editor
Ediciones Universidad Simón Bolívar
Facultad de Administración y Negocios
Facultad de Administración y Negocios
Resumen
El presente trabajo está dedicado al diseño de estrategias de Marketing educativo que
conduzca a la captación y retención de estudiantes de la Universidad Libre Secciona!
Barranquilla en el periodo 2012 - 2013, con el fin de contribuir a la estructuración de un modelo
sistemático y organizado que establezca las diversas vertientes estratégicas que le permitan a
la Universidad Libre de Barranquilla re potenciar su posición institucional frente a la demanda
de servicios académicos de alto nivel y asegurar un crecimiento organizacional que garantice el
sostenimiento y la capacidad de desarrollo de la entidad.
La investigación se realizó cumpliendo tres etapas como son en primer lugar la Revisión
, bibliográfica sobre el tema de mercadeo educativo, en lo referente al diseño de estrategias para
captar y retener estudiantes en universidades. Seguidamente se diseñaron e implementaron
dos encuestas muestrales; una orientada a obtener la información que permitirá estimar el nivel
de satisfacción en estudiantes de la Universidad Libre Barranquilla 2.011 a través de los
facultades y servicios ofrecidos por la universidad, los cuales fueron delimitados. La segunda
encuesta se realizó escolares de último grado de la ciudad de Barranquilla para conocer las
aspiraciones relacionadas con sus estudios universitarios futuros y las razones primordiales que
los motivan a la hora de elegir una institución de educación superior para sus estudios
..
universitarios futuros.
La última etapa de la investigación fue el análisis de documentos que expresen la
implementación de estrategias de mercadeo en distintas universidades de la ciudad y
establecer patrones de comparación entre ellas.
Para el análisis de los datos obtenidos se siguió un método estadístico descriptivo
univariado de las variables de las encuestas aplicadas a los estudiantes de la Universidad libre
y los escolares de barranquilla.
Las recomendaciones arrojadas en este proyecto podrían ser posteriormente adaptadas en
cada programa de la universidad que presente dificultades de captación y retención, como en
las diferentes seccionales de estas.
The main goal of this work is to design marketing educational strategies that will lead to the recruitment and retention of students from the Libre University in its Barranquilla Sectional in the period of 2012 to 2013, and thus contribute to the structuring of a systematic and organizad model that which permits to establishes various strategic aspects that allow the Free University of Barranquilla to re strengthen its institutional position against the demand for high-level , academics and ensure organizational growth to guarantee the maintenance and development capacity of the entity. The research was conducted in three stages. The first one was the literatura review on the topic of educational marketing specifically as regards the design of strategies to attract and retain students in universities. In the next stage were designad and implemented two sample surveys, one conducted to gain information that will estimate the level of satisfaction among students from the Free University Barranquilla 2011 in each of the faculties and services offered by the university. The second survey was conducted among last grade's students in the city of Barranquilla, to mee1 their aspirations related to their future university studies and the primary reasons that motivate their choice of an institution of higher education. The last stage of the research was the analysis of documents which express the implementation of marketing strategies in different universities in the city and establish standards of comparison between them. To analyze the data obtained followed a univariate descriptiva statistical method of of the surveys variables applied to students of the Free University of Barranquilla and school students. The recommendations from this project could be further adaptad in each university program that present difficulties in recruitment and retention, and in the various branches of these.
The main goal of this work is to design marketing educational strategies that will lead to the recruitment and retention of students from the Libre University in its Barranquilla Sectional in the period of 2012 to 2013, and thus contribute to the structuring of a systematic and organizad model that which permits to establishes various strategic aspects that allow the Free University of Barranquilla to re strengthen its institutional position against the demand for high-level , academics and ensure organizational growth to guarantee the maintenance and development capacity of the entity. The research was conducted in three stages. The first one was the literatura review on the topic of educational marketing specifically as regards the design of strategies to attract and retain students in universities. In the next stage were designad and implemented two sample surveys, one conducted to gain information that will estimate the level of satisfaction among students from the Free University Barranquilla 2011 in each of the faculties and services offered by the university. The second survey was conducted among last grade's students in the city of Barranquilla, to mee1 their aspirations related to their future university studies and the primary reasons that motivate their choice of an institution of higher education. The last stage of the research was the analysis of documents which express the implementation of marketing strategies in different universities in the city and establish standards of comparison between them. To analyze the data obtained followed a univariate descriptiva statistical method of of the surveys variables applied to students of the Free University of Barranquilla and school students. The recommendations from this project could be further adaptad in each university program that present difficulties in recruitment and retention, and in the various branches of these.
Descripción
Palabras clave
Mercadeo educativo, Educación superior, Retención, Captación, Estrategias de marketing, Deserción, Educational marketing, Retention, Recruitment, Academic services, Marketing strategies, Desertion