Plan de marketing digital a la Universidad Juan Pablo II
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Date
2021-06-10
Journal Title
Journal ISSN
Volume Title
Publisher
Pontificia Universidad Católica del Perú
Abstract
En Lima, existe un amplio número de universidades privadas y estatales que
atienden la demanda de usuarios que desean iniciar una carrera profesional. Debido a los
últimos cambios y crisis que atraviesa la educación pública, los jóvenes independientes y
padres de familia optan por buscar alternativas en universidades privadas, lo cual, sumado a
una mejora en el poder adquisitivo de las familias, se convierte en una oportunidad para la
consolidación competitiva de la Universidad Privada Juan Pablo II (UPJPII) en el mercado de
la educación superior. En el contexto y tiempo que se realizó la tesis fue previo a la
denegatoria de licenciamiento de SUNEDU, sin embargo decidimos proseguir en el
desarrollo del tema con fines educativos.
Por lo tanto, se busca cumplir con el objetivo principal de desarrollar un plan de marketing
digital orientado en dar a conocer al público objetivo las carreras profesionales, los procesos
de admisión y las modalidades de ingreso que brinda la UPJPII. Para la realización de este
trabajo de investigación, se tomó como fuente principal el trabajo de investigación que
realizó la empresa Lúmini a fines del 2016, cuyo tema de investigación fue “La proyección
de demanda potencial de carreras que ofrece la UPJPII”.
A través de la ejecución del presente plan de marketing digital para la Universidad
Privada Juan Pablo II, se proyecta alcanzar los objetivos estratégicos, un mayor número de
matriculados en las diversas carreras, aportar al sector educación con la formación de futuros
profesionales que contribuyan al desarrollo del país y mejorar el posicionamiento en el sector
educación. Todo ello será posible a través del uso de medios digitales que contribuyan
sostenidamente con el desarrollo y crecimiento de la UPJPII. A través de las estrategias del
marketing digital, se pretende mejorar la cuota de mercado de la UPJPII. La finalidad del plan de marketing es fortalecer las estrategias de marketing para la
UPJPII. La implementación del plan de marketing digital requiere una inversión de
S/ 198,294.
In Lima, there is a large number of private and state universities that meet the demand of users who want to start a professional career. Due to the latest changes and crisis that public education is going through, independent young people and parents choose to seek alternatives in private universities, which, added to an improvement in the purchasing power of families, becomes an opportunity for competitive consolidation of the Juan Pablo II Private University (UPJPII) in the higher education market. In the context and time that the thesis was carried out, it was prior to the denial of licensing from SUNEDU, however we decided to continue developing the subject for educational purposes. Therefore, it seeks to fulfill the main objective of developing a digital marketing plan aimed at making the target audience aware of the professional careers, the admission processes and the admission modalities offered by the UPJPII. In order to carry out this research work, the research work carried out by the Lúmini company in 2016 was taken as the main one, whose research topic was “The projection of potential demand for careers offered by the UPJPII”. Through the execution of this digital marketing plan for the Juan Pablo II Private University, it is projected to achieve the strategic objectives, a greater number of enrolled in the various careers, contribute to the education sector with the training of future professionals who contribute to the development of the country and improve the position in the education sector. All of this will be possible through the use of digital media that contribute sustainably to the development and growth of the UPJPII. Through digital marketing strategies, the aim is to improve UPJPII's market share. The purpose of the marketing plan is to strengthen the marketing strategies for the UPJPII. The implementation of the digital marketing plan requires an investment of S / 198,294.
In Lima, there is a large number of private and state universities that meet the demand of users who want to start a professional career. Due to the latest changes and crisis that public education is going through, independent young people and parents choose to seek alternatives in private universities, which, added to an improvement in the purchasing power of families, becomes an opportunity for competitive consolidation of the Juan Pablo II Private University (UPJPII) in the higher education market. In the context and time that the thesis was carried out, it was prior to the denial of licensing from SUNEDU, however we decided to continue developing the subject for educational purposes. Therefore, it seeks to fulfill the main objective of developing a digital marketing plan aimed at making the target audience aware of the professional careers, the admission processes and the admission modalities offered by the UPJPII. In order to carry out this research work, the research work carried out by the Lúmini company in 2016 was taken as the main one, whose research topic was “The projection of potential demand for careers offered by the UPJPII”. Through the execution of this digital marketing plan for the Juan Pablo II Private University, it is projected to achieve the strategic objectives, a greater number of enrolled in the various careers, contribute to the education sector with the training of future professionals who contribute to the development of the country and improve the position in the education sector. All of this will be possible through the use of digital media that contribute sustainably to the development and growth of the UPJPII. Through digital marketing strategies, the aim is to improve UPJPII's market share. The purpose of the marketing plan is to strengthen the marketing strategies for the UPJPII. The implementation of the digital marketing plan requires an investment of S / 198,294.
Description
Keywords
Mercadeo en Internet, Educación superior