Experiencia de los postulantes en CENTRUM PUCP
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Date
2020-12-04
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Pontificia Universidad Católica del Perú
Abstract
Esta consultoría se realizó para la escuela de negocios CENTRUM PUCP y con ella
se buscó determinar cómo se gestiona la experiencia de los postulantes MBA, obtener un
panorama de las oportunidades de mejora de la experiencia del postulante, conocer los
factores que toman en cuenta los postulantes en cada etapa del proceso para la elección de la
escuela, para ello, fue necesario determinar el Customer Journey del Postulante que permite
identificar los puntos de dolor y diseñar una estrategia orientada al postulante.
El trabajo de campo incluyó una investigación cualitativa, basada en entrevistas a
personal clave de CENTRUM y postulantes, lo cual permitió diseñar la investigación
cuantitativa basada en encuestas con estudiantes. Los principales hallazgos de estos estudios
fueron variados, si bien los postulantes consideran importante el prestigio, el horario, la
ubicación y el costo, tienen muy en cuenta la opinión de sus jefes y amigos para la elección
de la institución; consideran que los postulantes deben tener una experiencia laboral mínima;
se evidencia dudas en qué tipo de maestría les conviene; se presentaron otros puntos de dolor
como en las plataformas web, inconsistencias en el examen de admisión y evaluación
crediticia. Como resultado de la consultoría se formularon recomendaciones relacionadas con
las actividades de marketing, como la diferenciación, considerando que el interés por los
MBA está en descenso, la segmentación tomando en cuenta el desarrollo profesional de los
postulantes y el enfoque de los recursos de ventas y marketing para ganar efectividad.
Recomendaciones relacionadas con el soporte tecnológico como continuar con el proceso de
digitalización y alineación o integración de las dos plataformas existentes, PUCP y
CENTRUM con las necesidades de los postulantes. Finalmente, recomendaciones
relacionadas con la cultura para centrarla en la experiencia del postulante; diseñar una
estrategia integral basado en el Cutomer Journey y empezando internamente con los
colaboradores y dirección de CENTRUM.
This consultancy was carried out for the CENTRUM PUCP business school. The objective of the study was to determine how the experience of MBA applicants is managed, to obtain an overview of the opportunities for improving the applicant's experience, and to recognize the factors that applicants take into account at each stage of the process for choosing the school. Therefore, it was necessary to determine the Applicant's Customer Journey that allows to identify the pain points and design the applicant-centered strategy. The field work included qualitative research, based on interviews with key CENTRUM staff and applicants, which allowed the design of quantitative research with students. The main findings of these studies were varied. Although the applicants consider prestige, time, location and cost as important aspects, they regard the opinion of their bosses and friends when choosing the institution. Furthermore, the idea about applicants should have a minimum work experience is frequently mentioned. In the same way, there are doubts related to the type of master's degree suitable for them. Additionally, other points of pain were presented such as web platforms, inconsistencies in the admission exam and credit evaluation. Recommendations related to marketing activities were based on the results of the consultancy. Firstly, the differentiation, considering that interest in MBAs is declining. Secondly, the segmentation, taking into account the professional development of applicants and the focus of sales and marketing resources to gain effectiveness. Thirdly, technological support such as continuing the process of digitalization and alignment or integration of the two existing platforms, PUCP and CENTRUM, with the needs of the applicants. Finally, culture-related recommendations to focus on the applicant's experience; to design an integral strategy based on the Customer Journey and starting internally with the collaborators and management of CENTRUM.
This consultancy was carried out for the CENTRUM PUCP business school. The objective of the study was to determine how the experience of MBA applicants is managed, to obtain an overview of the opportunities for improving the applicant's experience, and to recognize the factors that applicants take into account at each stage of the process for choosing the school. Therefore, it was necessary to determine the Applicant's Customer Journey that allows to identify the pain points and design the applicant-centered strategy. The field work included qualitative research, based on interviews with key CENTRUM staff and applicants, which allowed the design of quantitative research with students. The main findings of these studies were varied. Although the applicants consider prestige, time, location and cost as important aspects, they regard the opinion of their bosses and friends when choosing the institution. Furthermore, the idea about applicants should have a minimum work experience is frequently mentioned. In the same way, there are doubts related to the type of master's degree suitable for them. Additionally, other points of pain were presented such as web platforms, inconsistencies in the admission exam and credit evaluation. Recommendations related to marketing activities were based on the results of the consultancy. Firstly, the differentiation, considering that interest in MBAs is declining. Secondly, the segmentation, taking into account the professional development of applicants and the focus of sales and marketing resources to gain effectiveness. Thirdly, technological support such as continuing the process of digitalization and alignment or integration of the two existing platforms, PUCP and CENTRUM, with the needs of the applicants. Finally, culture-related recommendations to focus on the applicant's experience; to design an integral strategy based on the Customer Journey and starting internally with the collaborators and management of CENTRUM.
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Consultores de empresas, Escuelas de negocios--Perú
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