Plan estratégico de marketing para generar expectativa de estudio en los programas ofertados en el Instituto Superior de Educación Rural – ISER, Pamplona – Colombia.

Abstract

In the development of this report, the knowledge acquired in professional training is applied, based on the service provided to the Higher Institute of Rural Education (ISER), determined for the performance of professional practice, this will be the fundamental basis for acquiring knowledge technicians and experience in the labor field, generating personal growth process. Among the different functions they perform at the Institute, is the marketing management process, created in 2018, with the responsibility of research, development and implementation of strategies so that the company can achieve its objectives, whether it be sales or simply brand positioning. The marketing management has established different activities to promote all the programs offered, the execution of agreements with public and private entities such as governments, municipalities and some sectors of the region, to benefit low-income students who choose to pursue technical and technological programs. For this, it is proposed to organize through a marketing plan, strategies that are aimed at the recognition and positioning of the brand, allowing the ease and distribution of time in the development of activities. Likewise, it is intended to gather relevant information and transform it into knowledge, to guide the proposal to be implemented, and thus facilitate decision-making on its sales process, using tools such as the matrices (MEFI, MEFE, DOFA, MPC, PEYEA, PORTER) and interviews aimed at ISER collaborators.