Propuesta de estrategias de Marketing Mix para consolidar el Posicionamiento y la Imagen Corporativa de la Carrera de Ingenieria de Empresas Modalidad Dual de la Escuela Superior Politécnica de Chimborazo de la ciudad de Riobamba

Abstract

The proposal of a mix for marketing strategies to strengthen the position and corporate image of the career in Administration Engineering, dual modality of the Chimborazo Higher Education Polytechnic School in Riobamba city emerge the need to count on enough information for the Dual Program in the presence of the objective market and to create loyalty of Riobamba ́s population. According to the applied market research, several marketing strategies were determined, of which the most important ones are conversations at High schools and to carry out a control of the program ́s most interested students, to emit flyers to get awareness about the career, to update in regular intervals the website since it is the communication way currently mostly used by teachers, students and general society, also it is important to work in a direct way with public and private institutions, keeping up two-sided contracts and agreements, always designing a quality image. It is recommended to the administration of the dual program to implement and to carry out the regular intervals and established boundaries of the communication plan to win students and enterprises in a fast, simple way and at the right moment. So it will have a better image and identity in the presence of Riobamba ́s population and of the country, increasing the number of students in the classroom.