Desarrollo de estrategias de marketing dirigidas a la comunidad ecuatoriana migrante en España para el posicionamiento del TUVN a nivel internacional.

Abstract

The market is an environment characterized by multifactorial variability, requiring all brands, companies, or provided services to be in constant change or adaptation. In this context, the issue at hand involves the increasing demand in the educational and pedagogical field, leading higher education institutions to make significant changes to their academic offerings, especially if they are private institutions that, despite the availability of free education, still need to maintain their financial sustainability. Its worth highlighting the request to expand academic offerings internationally, enabling Ecuadorian residents in other countries to study or support their family members in their professional development. With this in mind, the purpose of this study is to develop different strategies that can be applied for positioning TUVN within the Ecuadorian community residing in Getafe, Spain. For the quantitative focused research, the application of strategies for institution positioning was identified through numerical data or contrasting research references. In conclusion, the results establish marketing strategies that raise awareness of the Instituto Tecnológico Universitario Vida Nueva within the Ecuadorian community living in Getafe, Spain, and its adaptation to the market demands. Its crucial to emphasize that the Ecuadorian migrant community in Spain requires such opportunities to professionalize and enhance their economic situation for a better future.