Plan prospectivo estratégico de la carrera de mercadotecnia de la Escuela Superior Politécnica de Chimborazo, período 2022-2026

Abstract

This research work aimed to design a Strategic Prospective Plan for the Marketing Career of the Escuela Superior Politécnica de Chimborazo for the period 2022-2026, which improved the development of the substantive processes of the Marketing Career. For the development of this Plan, we began with the internal diagnosis taken from the model of the Strategic Plan of the School of Business Administration through the application of a survey directed to the teachers, students, and coordinator of the career, which allowed the analysis of the current situation, in turn, a weighted SWOT matrix was elaborated, This was done using tools that go hand in hand with foresight, the four phases that consist of discovering, imagining, designing and acting, this was developed in a matrix where the ruptures, tendencies and black swans of the career are detailed. As a result, several analyses were made since utopian and dystopian scenarios were discovered, where it became evident that the Marketing Career has weaknesses such as the lack of research culture, a reduced number of teachers with postgraduate training, and deficiencies in the equipment of the laboratory centers, As a result of this, strategies were applied to improve the substantive processes, since a prompt application of the proposal was requested, since it ratifies the institutional development through the execution of these plans during the established periods, which will be carried out by fulfilling the strategic objectives and fully executing the different projects, thus fulfilling the proposed vision. Implementing the plan will improve the substantive processes of the career, executing the tasks of each of the established university functions, such as academia, research, linkage with society, and administrative management