Identidad universitaria : diagnóstico y posicionamiento de la marca UNIMINUTO – Seccional Bello
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Date
2023-05-25
Authors
Cano Velásquez, Yisel Daniela
Mejía Muñoz, Manuela
Advisors
Escobar Gómez, John Fredy
Editors
Journal Title
Journal ISSN
Volume Title
Publisher
Corporación Universitaria Minuto de Dios
Type
Thesis
Rights
Open Access
Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0)
Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0)
Abstract
La marca es el activo intangible más importante de una organización, puesto que refleja el reconocimiento y la diferenciación dentro de un mercado sumamente competitivo. Dicha importancia, también aplica dentro de las instituciones de educación superior y, por tanto, se hace necesario encaminar acciones y esfuerzos hacia la gestión de la marca universitaria, a fin de que todos los miembros pertenecientes reflejen su interés, reconocimiento y grado de pertenencia en una institución. Es así, como el presente proyecto de investigación tiene como finalidad identificar la percepción y el posicionamiento de la marca UNIMINUTO – Seccional Bello y determinar la identidad universitaria que tienen los grupos de interés frente a la misma, con el fin de precisar un diagnóstico que permita reconocer las fortalezas y debilidades con que cuenta. Así, se caracterizó por ser de enfoque mixto con diseño no experimental de alcance descriptivo, ya que la información recolectada posibilitó el análisis del objeto de estudio a través de las encuestas aplicadas, con datos precisos y medibles que se analizan a través de métodos estadísticos y con los cuales es posible conocer la percepción de este grupo de interés frente a la corporación y su posicionamiento, imagen, identidad y reputación en el mercado, además de los aspectos diferenciales que le aportan valor a la marca o aquellos a los cuales se debe proyectar nuevas estrategias que permitan impulsar su efectividad. La muestra de las encuestas realizadas estuvo estructurada de la siguiente forma: 62 estudiantes, 15 docentes, 2 egresados y 4 cafeterías de la seccional Bello. Además, se realizó una encuesta al director del Centro de Educación para el desarrollo con el fin de determinar la percepción de la marca UNIMINUTO en la comunidad educativa, dando como resultado el reconocimiento social que tiene la universidad en su formación académica.
The brand is the most important intangible asset of an organization, since it reflects recognition and differentiation within a highly competitive market. This importance also applies within higher education institutions and, therefore, it is necessary to direct actions and efforts towards the management of the university brand, so that all belonging members reflect their interest, recognition and degree of belonging to an institution. Thus, this research project aims to identify the perception and positioning of the UNIMINUTO – Seccional Bello brand and determine the university identity that stakeholders have in front of it, in order to specify a diagnosis that allows recognizing the strengths and weaknesses it has. Thus, it was characterized by being of mixed approach with non-experimental design of descriptive scope, since the information collected enabled the analysis of the object of study through the applied surveys, with precise and measurable data that are analyzed through statistical methods and with which it is possible to know the perception of this interest group in front of the corporation and its positioning. image, identity and reputation in the market, in addition to the differential aspects that add value to the brand or those to which new strategies must be projected to boost its effectiveness. The sample of the surveys carried out was structured as follows: 62 students, X teachers, X graduates and 4 cafeterias of the Bello section. In addition, a survey was conducted with the director of the Center for Education for Development in order to determine the perception of the UNIMINUTO brand in the educational community, resulting in the social recognition that the university has in its academic training.
The brand is the most important intangible asset of an organization, since it reflects recognition and differentiation within a highly competitive market. This importance also applies within higher education institutions and, therefore, it is necessary to direct actions and efforts towards the management of the university brand, so that all belonging members reflect their interest, recognition and degree of belonging to an institution. Thus, this research project aims to identify the perception and positioning of the UNIMINUTO – Seccional Bello brand and determine the university identity that stakeholders have in front of it, in order to specify a diagnosis that allows recognizing the strengths and weaknesses it has. Thus, it was characterized by being of mixed approach with non-experimental design of descriptive scope, since the information collected enabled the analysis of the object of study through the applied surveys, with precise and measurable data that are analyzed through statistical methods and with which it is possible to know the perception of this interest group in front of the corporation and its positioning. image, identity and reputation in the market, in addition to the differential aspects that add value to the brand or those to which new strategies must be projected to boost its effectiveness. The sample of the surveys carried out was structured as follows: 62 students, X teachers, X graduates and 4 cafeterias of the Bello section. In addition, a survey was conducted with the director of the Center for Education for Development in order to determine the perception of the UNIMINUTO brand in the educational community, resulting in the social recognition that the university has in its academic training.
Description
Identificar el posicionamiento de la marca Corporación Universitaria Minuto de Dios dentro de la Seccional Bello.
Keywords
Identidad, Posicionamiento, Marca, Imagen, Reputación