La Universidad Técnica Particular de Loja, was founded 38 years ago and is an autonomous institution with a social and public will be involved through research in national development plans and meets the role they should govern all universities, research, teaching and extension under a philosophy that emphasizes humans.
In 2008, received institutional accreditation by the CONEA. In 2009, ranks third in the ranking of universities by the CONESUP, and classified into Category A, according to the Cone.
In the 2010 international Webometrics ranking, is ranked 2 in Ecuador, Latin America at 83 and 1502 of the world.
With all the responsibilities involved marketing lead in an educational institution as important, the director and his team, tells how they have worked on this challenge. What
was the initial strategy of marketing?
The initial strategy of a "comprehensive communication management, which combines some aspects as a leader or first in the category of distance education, expansion of their careers, the expansion of universities in the country and abroad, as well as providing the latest technology through video links and the creation of an online campus that allows interaction between students and teachers.
UTPL brand, has a value proposition "Decide to be more" which is the translation of the university's objectives. The "Ascend Semper Memento" which means "remember always up" surge "Decide to be more" that becomes part of his philosophy and becomes a corporate slogan, which are all derived from the concepts of marketing. It uses real testimonials from students with whom audiences are identified in their desire to excel.
What changes has this strategy?
According to our research of semi-annual advertising impact, the target group is composed mostly of young people who need to manage their time to work and study at the same time, 54% for youth aged 17 to 26 years, and 27 and older (46%), therefore, the strategy communication has been adjusting to new trends. UTPL through its offer, not in competition, is a study option for those who for various reasons can not access traditional universities. It also offers the Ecuadorian community living in Madrid, New York and Rome, a professional option.
As a leader in distance education and have an effective positioning, communication strategy is based on a search marketing responsibility to inform more people about the academic offerings, the benefits and advantages, and thus lead higher education more Ecuadorians under a strategy of "vision global, local action "in the middle and small cities. These changes in strategy have enabled us to optimize advertising and redistribute resources to support the internal tools you have, the use of audiovisual products produced inside and with the support of new technologies and mass media, local which maintains a close relationship through exchange of services.
message base communication are the testimonies of well known figures in the middle, allowing the identification of audiences, and even more so when one considers that over 50% of our students are recommended. The TV spots are produced in Department of Communications, along with students from the School of Social Communication, those involved in real campaigns that allows the involvement and outreach to society.
UTPL is a leader in distance education in the country and Latin America. It currently has more than 24,500 undergraduate and graduate students, 92 colleges in the country and 3 overseas. And it has the recognition and accreditation of CONEA of CONESUP and international organizations.
What is the projection of the UTPL short and long term?
Taking the words of its President, José Barbosa: "UTPL is a boat can not sail to drift, but must get well, and good port. We already have a route we've all worked. " His vision extends to a university committed to research, the development of science and universal knowledge for the benefit of man. "The goal of universities is to join the truth."
UTPL success lies in the commitment of all to quality education and doctoral training in scientific research point to allowing the development of our country.
marketingutpl@gmail.com
avvelasquez@utpl.edu.ec
