MARKETING EDUCATIVO Y SU INCIDENCIA EN LA IMAGEN CORPORATIVA DE UNIVERSIDAD ECOTEC

Abstract

ECOTEC University has its own campuses, located on the road through Samborondón town, where there is a full-time education program; and also there is a building at Juan Tanca Marengo Avenue, especially designed for people who work with flexible schedules and want to obtain a third level degree after their workday. This paper focuses on the strategies of Educational Marketing that affect the corporate image of ECOTEC University, obtaining data of the students who have entered through two ways: homologation and a leveling course. This will help on understanding how the university is perceived by the public before being part of it. Data collection was applied by the use of two techniques. A survey performed to the students that entered in 2016, and an interview done to the Marketing and Public Relations Coordinator, Rina Pinargote. Through all this research, the reality of the strengths and opportunities of the university will be shown and compared to other universities in order to recommend new educational marketing strategies to keep positioning the brand.