Marketing strategies in English language schools
an empirical study
DOI:
https://doi.org/10.51378/reuca.v1i15.7720Keywords:
Marketing strategies, Strategic planning, Customer archetype, Value propositionAbstract
This article shows the results of an investigation that aimed to propose marketing strategies for two English language teaching institutes in the Colombian city of Cúcuta: the COMPUHELP Educational Corporation and the United Services of English Institute (USE). From the study carried out, considering both the Internal Capacity Profile (PCI) and the Environment Opportunities and Threats Profile (POAM), it is evident that COMPUHELP has established itself in the market through responsibility and commitment to its clients; meanwhile, USE is one of the most recognized institutes in the city, thanks to twenty years of experience in the market, institutional agreements, the diversity of courses offered, international exchanges and other activities outside the classroom. It is also concluded that the target client of the institutes is a person aware of the globalization of markets and the impact it has generated on the development of society, including competitiveness and interpersonal relationships. All these elements serve to propose marketing strategies appropriate to the reality of each of the institutes.
Realidad Empresarial No. 15, 2023: 11-22.
Downloads
197
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 Rolando Eslava Zapata, Alix Urbina Gutiérrez, Edixon Chacón Guerrero
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Esta licencia permite a terceros:
Compartir — copiar y redistribuir el material en cualquier medio o formato. La licenciante no puede revocar estas libertades en tanto siga los términos de la licencia.
Bajo los siguientes condiciones:
- Atribución — debe dar crédito de manera adecuada, brindar un enlace a la licencia, e indicar si se han realizado cambios. Puede hacerlo en cualquier forma razonable, pero no de forma tal que sugiera que la revista o su uso tienen el apoyo de la licenciante.
- No Comercial — no puede hacer uso del material con propósitos comerciales.
- Sin Derivadas — Si remezcla, transforma o crea a partir del material, no podrá distribuir el material modificado.
- No hay restricciones adicionales — No puede aplicar términos legales ni medidas tecnológicas que restrinjan legalmente a otras a hacer cualquier uso permitido por la licencia.
