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BRANDING AND STRATEGIC MARKETING, FUNDAMENTAL TOOLS FOR POSITIONING A UNIVERSITY BRAND IN THE MARKETPLACE

Abstract:

Undoubtedly, when talking about branding and strategic marketing, it is to recognize that they are essential nowadays, since the application of administrative tools allows us to develop the organization and position it in the market; reason why the big businessmen have seen the need to use strategic marketing, which analyzes the target market to detect opportunities and possible solutions to the changing environment in which we live. This research work allowed to know how branding influen-ces the positioning of the Universidad Regional Autónoma de los Andes Quevedo Extension, and also made it possible to analyze the perception of the corporate image; for which the qualitative-quantitative, bibliographic method was used, with a phenomenological frame of reference. The study population consisted of collaborators (teachers and administrative staff) and students of the Universidad Regional Autónoma de los Andes Quevedo Extension; a random sample of 150 students and 40 teachers and administrative staff was considered, to whom the survey was applied as a data collection instrument.