Communication campaign for the selecting of a technical undergraduate degree at the Salesian Polytechnic University
Article Sidebar
Published:
2016-01-01
Keywords:
Technical carreers, marketing services, public relations, stakeholders
Main Article Content
Abstract
This paper aims to make available to the scientific community, a communication campaign designed based on the factors involved in choosing a technical undergraduate degree at the Salesian Polytechnic University in Cuenca. Given the momentum that currently provided by the Ecuadorean government to technical and technological country institutes, must take measures to encourage the academic preparation of students opting not only for technical training but by engineering which ensures professionals that guarantee the rights stipulated in the Constitution of Ecuador and help boost the economy with innovation, research and entrepreneurship. The research is qualitative. It is based on focus groups and semi-structured interviews; its conceptual basis is defined by marketing approaches and public relations services; which means that the above factors constitute the main element for the development of a creative communicational approach to provide a more valuable study fields of the institution.
Article Details
Section
MISCELLANEOUS SECTION
Authorship: The list of authors signing must include only those people who have contributed intellectually to the development of the work. Collaboration in the collection of data is not, by itself, a sufficient criterion of authorship. "Alteridad" declines any responsibility for possible conflicts arising from the authorship of the works that are published.
Copyright: The Salesian Polytechnic University preserves the copyrights of the published articles, and favors and allows their reuse under the Creative Commons Attribution-NonCommercial-ShareAlike 3.0 Ecuador license. They may be copied, used, disseminated, transmitted and publicly displayed, provided that: i) the authorship and the original source of their publication (journal, editorial and work URL) are cited; (Ii) are not used for commercial purposes; Iii) mention the existence and specifications of this license.
Copyright: The Salesian Polytechnic University preserves the copyrights of the published articles, and favors and allows their reuse under the Creative Commons Attribution-NonCommercial-ShareAlike 3.0 Ecuador license. They may be copied, used, disseminated, transmitted and publicly displayed, provided that: i) the authorship and the original source of their publication (journal, editorial and work URL) are cited; (Ii) are not used for commercial purposes; Iii) mention the existence and specifications of this license.
References
American Marketing Association (07 de 2013). American Marketing Association. Recuperado el 11 de 09 de 2015, de American Marketing Association: https://www.ama.org/AboutAMA/Pages/Definition-of-Marketing.aspx
Banco Central del Ecuador (Enero de 2015). Banco Central del Ecuador. Recuperado el 11 de 02 de 2015, de Estadísticas Macroeconómicas: http://www.bce.fin.ec/index.php/estadisticas-economicas
Drucker, P. (1986). Management: Tasks, Responsibilities, Practices. New York: Harper Collins.
Edelman (2015). Trust Barometer Edelman 2015. Obtenido de http://www.edelman.com/2015-edelman-trust-barometer-2/trust-and-innovation-edelman-trust-barometer/global-results/
Gil Hernández, C. Y., Torres Estrada, I. C., & López Torres, Z. A. (2013). Dimensión integral e interdisciplinaria del concepto de comportamiento del consumidor. Anagramas - Universidad de Medellín.
Karunakaran, K. (2008). Marketing Management. Bangalore: Himalaya Publishing House PVT. LTD.
Kotler Philip, Bloom Paul, & Hayes Thomas (2004). El marketing de Servicios Profesionales. Nueva Jersey: Editorial Paidós SAICF.
Kotler Philip, Keller, Kevin Lane (2009). Dirección de Marketing. México: Pearson Educación.
Lamb, C., Hair, J., & McDaniel, C. (2002). Marketing (6.a ed.). México: International Thomson Editores.
Lovelock, C. (1997). Mercadotecnia de un Servicio. México: Prentice Hall Hispanamericana, S.A.
Lovelock, C., & Wirtz, J. (2015). Marketing de Servicios. México: Pearson.
Malhotra, Naresh, Dávila, J. F., & Treviño, M. E. (2004). Investigación de Mercados. México: Pearson Educación.
Martini, N. (05 de 1998). RRPP NET - Portal de relaciones públicas. Recuperado el 18 de 02 de 2015, de RRPP NET - Portal de Relaciones Públicas: http://www.rrppnet.com.ar/defrrpp.htm
Mejía Navarrete, J. (2000). El muestreo en la Investigación Cualitativa. Investigaciones Sociales, 4(5). pp. 165-180.
Ramachandra, K., Chandrashekara, B., & Shivacumar, S. (2010). Marketing Management. New Delhi: Himalaya Publishing House.
Red Gráfica Latinoamérica. (05 de 09 de 2014). Red Gráfica Latinoamérica. Obtenido de Red Gráfica Latinoamérica: http://redgrafica.com/El-concepto-BTL
Samaniego, P. (2013). Las tendencias son complejas para la industria ecuatoriana. Líderes. Recuperado el 18 de 02 de 2015, de http://www.revistalideres.ec/lideres/pablo-samaniego-tendencias-son-complejas.html
Secretaría de Educación Superior, C. T. (2014). Secretaría de Educación Superior, Ciencia, Tecnología e Innovación. Recuperado el 08 de 12 de 2014, de Secretaría de Educación Superior, Ciencia, Tecnología e Innovación: http://www.senescyt.gob.ec/Institutos/index.php/reconversion
Stanton, W., Etzel, M., & Walker, B. (2004). Fundamentos de Marketing (13.a ed.). México: Mc. Graw Hill.
Banco Central del Ecuador (Enero de 2015). Banco Central del Ecuador. Recuperado el 11 de 02 de 2015, de Estadísticas Macroeconómicas: http://www.bce.fin.ec/index.php/estadisticas-economicas
Drucker, P. (1986). Management: Tasks, Responsibilities, Practices. New York: Harper Collins.
Edelman (2015). Trust Barometer Edelman 2015. Obtenido de http://www.edelman.com/2015-edelman-trust-barometer-2/trust-and-innovation-edelman-trust-barometer/global-results/
Gil Hernández, C. Y., Torres Estrada, I. C., & López Torres, Z. A. (2013). Dimensión integral e interdisciplinaria del concepto de comportamiento del consumidor. Anagramas - Universidad de Medellín.
Karunakaran, K. (2008). Marketing Management. Bangalore: Himalaya Publishing House PVT. LTD.
Kotler Philip, Bloom Paul, & Hayes Thomas (2004). El marketing de Servicios Profesionales. Nueva Jersey: Editorial Paidós SAICF.
Kotler Philip, Keller, Kevin Lane (2009). Dirección de Marketing. México: Pearson Educación.
Lamb, C., Hair, J., & McDaniel, C. (2002). Marketing (6.a ed.). México: International Thomson Editores.
Lovelock, C. (1997). Mercadotecnia de un Servicio. México: Prentice Hall Hispanamericana, S.A.
Lovelock, C., & Wirtz, J. (2015). Marketing de Servicios. México: Pearson.
Malhotra, Naresh, Dávila, J. F., & Treviño, M. E. (2004). Investigación de Mercados. México: Pearson Educación.
Martini, N. (05 de 1998). RRPP NET - Portal de relaciones públicas. Recuperado el 18 de 02 de 2015, de RRPP NET - Portal de Relaciones Públicas: http://www.rrppnet.com.ar/defrrpp.htm
Mejía Navarrete, J. (2000). El muestreo en la Investigación Cualitativa. Investigaciones Sociales, 4(5). pp. 165-180.
Ramachandra, K., Chandrashekara, B., & Shivacumar, S. (2010). Marketing Management. New Delhi: Himalaya Publishing House.
Red Gráfica Latinoamérica. (05 de 09 de 2014). Red Gráfica Latinoamérica. Obtenido de Red Gráfica Latinoamérica: http://redgrafica.com/El-concepto-BTL
Samaniego, P. (2013). Las tendencias son complejas para la industria ecuatoriana. Líderes. Recuperado el 18 de 02 de 2015, de http://www.revistalideres.ec/lideres/pablo-samaniego-tendencias-son-complejas.html
Secretaría de Educación Superior, C. T. (2014). Secretaría de Educación Superior, Ciencia, Tecnología e Innovación. Recuperado el 08 de 12 de 2014, de Secretaría de Educación Superior, Ciencia, Tecnología e Innovación: http://www.senescyt.gob.ec/Institutos/index.php/reconversion
Stanton, W., Etzel, M., & Walker, B. (2004). Fundamentos de Marketing (13.a ed.). México: Mc. Graw Hill.