Diseño de un plan estratégico de Marketing para posicionar la Dirección de Vinculación de la ESPOCH en la ciudad de Riobamba, provincia de Chimborazo, año 2017

Abstract

The present research Project, Design of a strategic marketing plan to position the Directorate of Linkage of ESPOCH in the city of Riobamba, Province of Chimborazo, in 2017, aims to provide marketing strategies to improve administrative management. The methodology used is based on the surveys applied to internal employees, students, polytechnic teachers and the business sector of the city of Riobamba, as well as the elaboration of the SWOT matrix that allowed knowing the current situation of the Management. It was determined according to the results obtained that it is necessary to create and implement strategies to help improve the internal composition since they have higher sco9re the weaknesses among them: It was determined according to the results obtained that it is necessary to create and implement strategies to help improve the internal structure of the Directorate, according to the situational diagnosis in the MEFI matrix, a score was obtained that is below the real average, that is, weak position in its internal composition since they have higher score the weaknesses among them: the low positioning, limited communication, little commitment of the personnel and the low presence in social networks, causing in this way, the strengths obtain a lower score. The proposal is based on creating a new corporate image considering for the design the three axes that the department performs (follow up to graduates, service to the community, management and intercultural training) based on this to apply strategies that help to spread the new image and its positioning in the city of Riobamba. It is recommended to the Management to implement the strategic marketing plan that helps to continuous improvement and seek to increase its development potential, while contributing better to the progress of the Institution.