Diseño de un plan de Marketing Relacional para el programa de Administración de Empresas de la Universidad Santo Tomás, sede Bucaramanga.
Registro en:
Carvajal Vázquez y Hurtado Granados (2.022), Diseño de un plan de Marketing Relacional para el programa de Administración de Empresas de la Universidad Santo Tomás, sede Bucaramanga (Tesis de maestría) USTA.
reponame:Repositorio Institucional Universidad Santo Tomás
instname:Universidad Santo Tomás
Autor
Carvajal Vázquez, Jhon Alexander
Hurtado Granados, Luisa Fernanda
Institución
Resumen
Relational Marketing is a strategy that for the case of this research is contemplated from the relationship with the academic actors of the business administration program of the Santo Tomás Univerity Seccional Bucaramanga (teachers, administrators, students and graduates), this taking into account the challenges currently demanded by the education sector. The research focused on designing a relationship marketing plan for the business administration program of the Santo Tomás University (USTA). For its development, a mixed methodology is proposed that involves qualitative and quantitative data with a descriptive scope, through the development of 5 phases. The instruments used to collect information were questionnaires and in-depth interviews directed at active students, graduates, teachers, and dean representative; On the other hand, a review of the different programs similar to the program under study was developed in order to identify the marketing tools used, which allowed to conclude that the program uses digital marketing tools but lacks relationship marketing that focuses on strengthening prestige, reputation, and recognition.