Resumen

GRANADOS OMONTE, Laura Gabriela  y  BUITRAGO NAVARRO, Jorge. Marketing strategies for different graduate school programs at Univalle in the business sciences area, academic headquarters Cochabamba . CE [online]. 2016, vol.7, n.20, pp. 45-52. ISSN 2075-8952.

This paper developed a number of strategies to im-prove the market share of the Univalle Graduate School of Univalle, through a situational assessment of the school, assessing strengths and weaknesses. Market research determined attitudes in the perception and knowledge that has the market on the graduate training regarding the Univalle Graduate School, where it was evident that communications carried out were not very specific and the degree of knowledge regarding the benefits offered by the school, managing to reach only a small part of the target population, which prevented this market from being motivated for the con-sumption of the programs offered by the school. A methodology based on a descriptive research was used, presenting a quantitative and qualitative approach that allows us to collect relevant information for decision-making. All this was done through a ballot surveys and information obtained from primary and se-condary information collected same web of competi-tion. In conclusion, the implementation of marketing strate-gies seeks the Graduate School of Univalle can be po-sitioned in the mind of the target audience and achieve greater participation of students in the programs of postgraduate training offering, obtaining a positive im-pact on earnings.

Palabras llave : Marketing Strategies; Human Resources; Price; Sales Plan.