Posicionamiento de las instituciones de educación superior públicas del estado de Querétaro
- Autores: Carmen Cortés, Juan Izar, Rosalba Ávila, Manuel Landeta
- Localización: Educación Handbook T-II: Congreso Interdisciplinario de Cuerpos Académicos / coord. por María del Socorro Corral García, Virginia Aguilera Santoyo, 2013, ISBN 978-607-8324-11-8, págs. 126-136
- Idioma: español
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Resumen
This research studies public higher education institutions positioning in the State of Querétaro, using a non probabilistic sample quote of 550 students. The results reached reveal that students base their decisions to choose a university upon references and available information about the different institutions. They also show the importance of reference groups in this process. It was also found that the most important attributes to choose an institution according to student´s perceptions about them are the educational model, educational careers, teacher´s, academic level, image or reputation, bonding and hired students with differences between institutions. Regarding communication strategy, electronic media is the most used, however the analysis carried out shows no references to many of these worth attributes for students. This situation could affect their decision about the institutions. It was concluded that is important for organizations to make this type of studies, first to know how they are positioned and subsequently to settle an integral communication strategy that successfully allows to repositioning and differentiate them of the competition ones.
