Estudio de la carrera de Mercadotecnia de la Escuela Superior Politécnica de Chimborazo para la actualización del perfil profesional

Abstract

This Curricular Integration Work analyzed the need to renew the professional profile of the Marketing Career, aiming to update it through the collection of information provided by professionals, graduates, teachers, and students of the career, thus contributing to its accreditation. For this purpose, a methodology with a quantitative and qualitative approach was implemented, additionally, an exploratory research level was developed, which allowed answering questions about the study phenomenon, and a descriptive level that facilitated to know in detail its characteristics, it also has a non-experimental design since the research variables were not manipulated, likewise, a type of documentary and field study was applied, so it was necessary to implement techniques such as interviews, surveys and focus groups for the collection of information from the four study samples. By means of the methodology described above and thanks to the adaptation of Diaz's model, it was possible to verify that the professional profile of the career must be updated within a minimum period of two years since it must be continuously renewed since the competencies of the professional must be adapted to the current needs of the market; on the other hand, it is important to renew the curriculum and its contents since it has a direct relationship with the professional profile. In this sense, it was concluded that updating the professional profile allows the career to attract a greater number of prospects interested in studying it, which is why it was proposed to design and implement activities such as academic fairs and the use of digital platforms to share information with future customers to facilitate their correct insertion in the marketing career.