Relación entre la demanda social y la imagen institucional de la Unidad de Admisión y Nivelación de la Escuela Superior Politécnica de Chimborazo.

Abstract

The main objective of the research project is to determine the relationship between the social demand and the institutional image of the Unidad de Admisión y Nivelación (UAN) of the Escuela Superior Politécnica de Chimborazo 2018 - 2019. The variables of social demand study, the postulant students and entering the UAN, which do not know the academic offer, affecting the institutional image. The study is qualitative-quantitative, exploratory design, investigative, descriptive, relational, prospective type with a transversal axis in order to draw the Integral Marketing Plan, through the survey identified relevant factors of demand social and the institutional image, the survey was evaluated by the reliability statistics Alfa de Cronbach, of 0.966; which is greater than 0.9 (excellent). The student population of the UAN to January 2019 is 2609, to which the formula of the finite population demonstrated in equation (3.1) was applied, giving a sample of 335 students ,in contrast at the time of the application they were reached 484 surveys, which contribute to identifying the needs of the UAN. The procedure was an internal and external analysis of the UAN, in order to obtain the strengths, opportunities, weaknesses, threats and responses, to advance in the development of the perspective which should be a priority, in order to be efficient in the use of the resources of the Unit. Through the Delta model, the route of travel, the weak points, the needs of the target public, the tactics and the strategies were determined, it is concluded that the Integral Marketing Plan proposal will help to improve the relationship between social demand and the institutional image; and therefore to improve the level of satisfaction of the applicants and entrants.