Diseño de un plan de marketing para cautivar las audiencias de estudiantes antiguos de pregrado con interés en realizar un posgrado en la Universidad del Rosario
Thesis
Since 2017, Colombia has seen a downward trend in the number of university enrollments, both for undergraduate and graduate. Such context implies challenges for the sustainability of private higher education institutions. At the time this marketing plan was prepared, Universidad del Rosario was the sixth most preferred university option for graduate studies in Bogota; however, it has also been affected by market contraction trends. Faced with this problem, the university's strategic guidelines have been adopted to increase enrollment. In alignment with the institutional guidelines, a retrospective longitudinal descriptive observational study was conducted covering the period 2014 - 2021. In said study, the behavior of graduate enrollment purchase was analyzed and it was found that, as the time after the undergraduate degree increases, the probability that the graduate enrolls in a graduate program decreases. Therefore, it follows that loyalty strategies aimed at the population in the last semesters of undergraduate programs should be addressed, with the purpose of increasing the probability of continuing the business relationship with this population. Following this order of ideas, the marketing plan entitled UR Club was proposed. This appeals to the sense of community and rosarista identity; at the same time, it employs a series of communication and public relations strategies.
