Factores que afectan el crecimiento de los cursos de educación continua y estrategias de mercadeo para cambiar esta tendencia en la Universidad Técnica de Cotopaxi.

This research project presents the results of an exploratory study conducted to understand the factors that hinder further growth the number of students in the courses offered by Educación Continua Department at the university. The objective is to recommend some marketing strategies that could change this trend. This research was applied to 307 students of Administrative and Economic Sciences Faculty legally enrolled in the current semester, where, through benchmarking, the supply and demand of offered courses was analyzed locally, nationally and internationally in other institutions. Besides, an interview was conducted where it was possible to know inconveniences such as payment form, they carry out processes manually, among others. The survey showed that: it was evident that factors that affect courses growth are personal factor, with 90.9% where economic situation prevents them from opting for a course; the professional factor, since the workload with 72.9% indicated that it prevented them from choosing a course and motivational factor with 78.8% considered that the lack of personal influences on taking a course. Based on these results, the implementation of marketing elements is recommended, that allow to overcome the low demand in the courses, such as MOOC implementation (Massive Open Online Course) Modality, strategic alliances, among others, in order to set up institution position in to consumers' minds through these strategies application. ; Este proyecto de investigación presenta los resultados de un estudio exploratorio realizado para conocer los factores que frenan un mayor crecimiento acerca del número de estudiantes en los cursos que oferta la Dirección de Educación Continua en la institución, para luego recomendar algunas estrategias de mercadeo que puedan cambiar dicha tendencia. La investigación se aplicó a 307 estudiantes de la Facultad de Ciencias Administrativas y Económicas legalmente matriculados en el presente semestre, donde, a través del benchmarking se analizó de manera local, nacional e ...