Estudio de Imagen y posicionamiento de las universidades guayaquileñas en estudiantes de tercer año de bachillerato de nivel socioeconómico A y B de la ciudad de Guayaquil.

Abstract

This study addressed the analysis of image and positioning of the universities of Guayaquil, in third year students of high school of socioeconomic levels A and B. It was based on the environment by universities regarding changes in government regulations and therequirement of professional environments in which they perform, has it generated competence to attract students. Under the premise, these socioeconomic levels wouldnot be carried away by the price factor, but by academic aspects or amenities, a qualitative and quantitative survey of the expectations of the students on universities was raised, as well as the careers that associate with each one And attributes that characterize them. The study was concluded the communication strategies of the universities are focused on social networks and web pages, in combination with some traditionalmedia such as television and radio. However, they are inconsistent with the search for information of high school graduates. Likewise, it was concluded the recall is directly related to the correct association of careers, sincein the universities of low memory bachilleres have negative associations towards the brand, but not with high memory universities. Also, it was determined that there are universities that are correctly associatedwith their academic offer and also with their image, as well as universities that must work on the image they project since that it generate confusion on the consumer about their offer of careers and are associated in a way negative in this segment.