Bibliographic citations
Delgado, K., (2018). Marketing mix en el Instituto Superior Pedagógico Privado Santa Ana, provincia de la Convención – Cusco 2018. [Tesis, Universidad Andina del Cusco]. https://hdl.handle.net/20.500.12557/1986
Delgado, K., Marketing mix en el Instituto Superior Pedagógico Privado Santa Ana, provincia de la Convención – Cusco 2018. [Tesis]. : Universidad Andina del Cusco; 2018. https://hdl.handle.net/20.500.12557/1986
@misc{renati/1122832,
title = "Marketing mix en el Instituto Superior Pedagógico Privado Santa Ana, provincia de la Convención – Cusco 2018.",
author = "Delgado Mamani, Katherin Angela",
publisher = "Universidad Andina del Cusco",
year = "2018"
}
The present research work entitled “Marketing Mix in the Private Higher Pedagogical Institute Santa Ana, Province of the Convention - Cusco 2018“ is referring to the marketing mix, whose elements are: product, price, place, promotion, people, processes and physical evidence ; which were described in the Santa Ana Private Higher Pedagogical Institute. The objective of this research is to describe the marketing mix in the Santa Ana Private Higher Pedagogical Institute, Province of La Convención, Cusco - 2018, the type of research is basic, descriptive level and non-experimental design. It is important to mention that the study population was 269 students, with a sample of 200 students surveyed, to whom the survey instrument was applied, the results that were obtained were processed by the statistical software SPSS and Excel. The following results were achieved: 68% of the students indicate that the marketing mix of the Instituto Superior Pedagógico Privado Santa Ana is inadequate, while 32% indicate that it is totally inadequate. The results of the dimensions were: in reference to the product 69% of students surveyed defined it as inadequate, because the academic and administrative services do not satisfy the students; Regarding the price, 51.5% defined it as totally inadequate, due to the fact that information about discount policies is not given and the rates charged are not in accordance with the service provided; with respect to the plaza, 84.5% is interpreted as inadequate, because the location of the Institute is not visible from the main roads and does not have information points in the city; in reference to the promotion, 51.5% interpreted as inadequate, because the Institute does not make adequate use of advertising media (tv, radio, internet) to communicate with citizens; with respect to people, 76.5% of the respondents defined as inadequate, because the administrative staff and teachers are not properly trained to fulfill their assigned functions; in reference to the processes, 65% of the students surveyed are interpreted as inadequate, due to the fact that the administrative processes are cumbersome and slow, causing the discomfort of the students when making an administrative procedure; finally referring to physical evidence 59% defined as totally inadequate, because the infrastructure of the institute is not adequate for not having implemented classrooms, recreation areas and inadequate distribution of spaces.
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