Marketing educativo desarrollo de un plan estratégico de marketing para The British School Quito

摘要

The British School Quito School was founded in 1995 as an initiative of the Ambassador of the United Kingdom in Ecuador by means of an agreement between the Government of Ecuador and the Government of the United Kingdom, with the purpose of founding the first school with British curriculum in the country. The school is located in the Tumbaco Valley and currently offers all educational levels. This year celebrates 20 years of foundation, years in which has provided a service based on academic excellence, obtaining recognitions and international certifications that guarantee the quality of its service. With the intention of exploiting the potential of the BSQ, managers raised challenging corporate goals. For this reason and due to the constant growth of competition experienced in the last years in the educational market of the city of Quito, arises the need to carry out this study to develop tools and efficient marketing strategies that enable the institution reach its consumers and achieve the proposed objectives. This study is based on an analysis of the available academic theory about educational marketing, which has served as a guide to develop the design of field research. Marketing strategies were developed from a deep investigation of the target market, which resulted in the needs, preferences, and perceptions of consumers. This research was divided into a phase of qualitative research and a phase of quantitative research, allowing an efficient analysis and interpretation of the information obtained.