Estudio de la gestión de marketing en las Instituciones de Educación Superior Privadas del Ecuador

Abstract

The purpose of this research work is to describe the current situation of marketing management in private Higher Education Institutions of category A, B and C of Ecuador to determine the relationship between marketing management and the effectiveness in compliance with the institutional objectives, in order to contrast the situation with public Higher Education Institutions. The analysis is based on a compilation of qualitative and quantitative data obtained through surveys and structured interviews conducted to the coordinator, director or person who chairs the department of "Communication" or "Marketing", or their equivalents in each institution. The data process, in order to obtain useful information, was carried out through the SSPS program from which it was possible to obtain statistics from both the descriptive analysis and the correlational analysis that facilitated the analysis of results and their interpretation. For the study, a registration was made to all private IES in the country considering a 12.5% omission rate, finally a response of 21 IES was obtained and from this the main results of the study demonstrate that the application of marketing strategies and tools in the Private IES are basically to meet the needs of the demand and depending on the results a series of activity is developed that confirms the presence of a marketing management.