Propuesta de plan estratégico de marketing para el área de educación continua dirigido al público objetivo de egresados de la facultad de ciencias empresariales de la Fundación Universitaria Católica Lumen Gentium

Abstract

The purpose of this document was to propose a strategic marketing plan for the Continuing Education Area aimed at the target audience of Graduates of the Faculty of Business Sciences of the Catholic Foundation University Lumen Gentium, located in the city of Cali, Valle del Cauca, in order to better promote its educational offer.

To achieve this objective, the problema was evidenced and described, this leads to establishing the research approach, the type of study, the research method, the sources of information collection and the information collection tool. What’s mencioned before leads to making a diagnosis of the current state of UNICATÓLICA’s continuing education regarding to its direct competence in the city of Cali. Once the current situation is known, marketing strategies are formulated to promote Continuing Education in the population under study and a mechanism for monitoring and control is implemented.

The strategic marketing plan was proposed based on benchmarking, the competence tree, an analysis of trend, internal and external, the DOFA matrix, the marketing mix model, the 4Ps, these variables are: product, price, promotion and place and rthe esults of the applied survey.

Finally, the conclusions and recommendations obtained are presented from the study, analysis and the proposed.