Plan estratégico de fidelización de la marca Universidad Católica de Santiago de Guayaquil.

Abstract

Nowadays, universities manage a dynamic and challenging environment, and the strategic management of their brand has become a priority to stay competitive. All this in order to allow them to incorporate and retain students, as well as, strengthening the trust and loyalty from the business sector regarding their academic quality, being that, these are the ones who demand a professionally prepared workforce. Being this said, the objective of the investigation was to get to know the perception of the brand, Universidad Católica de Santiago de Guayaquil (UCSG) from the business force’s point of view, to propose a strategic plan that engages into a more loyal academia brand. This is a non experimental transverse investigation, based on a deductive method with a quantitative focus and descriptive reach. Investigations were made through 4 interviews and 380 polls to the Business sector, in which their perception was met. The rooted strength of the brand was exposed this way. This allowed to proposed the establishment of a special unit that will strategically manage Business sector related projects. In conclusion, such strategic proposal would allow UCSG to increase the level of participation and cooperation with the company/business sector in several academic scenarios, that will in exchange, straighten the loyalty to the brand.