Resumen

MARCANO AULAR, Yelitza; FERNANDEZ, Gladys  y  PEREZ, Deisy. Diagnosis of the Promotional Mixture for Graduate Studies Programs at Public Universities in the State of Falcon. Revista Venezolana de Gerencia [online]. 2009, vol.14, n.47, pp.429-445. ISSN 1315-9984.

This study focused on diagnosing the mixture for promoting graduate studies programs at public universities in the State of Falcon, emphasizing characterization of the target group, description of the promotional mixture and characterization of the personal and impersonal channels, justifying itself in the need to determine the current status of marketing activity carried out in order to facilitate the managerial work of those who direct it. The research was descriptive and framed in the feasible project mode. A population assessment was applied to the research participants, consisting of graduate program coordinators, complemented by a review of promotional material. As a result of the characterization of the target group, it was found that individuals in charge of performing promotional activities ought to check the information provided through the different personal and impersonal channels, in order to send a more effective message. Furthermore, the study revealed that the market segment and the characteristics, behaviours and needs of the individuals that apply for graduate courses in public universities of the State of Falcon are clearly identified. Likewise, it was determined that it is possible to analyze and design the mixture of educational market advertising through personal sales, publicity, promotion, public relations and the different channels used to spread the message. Regarding the satisfaction level of those in charge of directing and coordinating the promotional activities for fourth and fifth level studies, they were moderately satisfied. Finally, conclusions were that universities ought to take advantage of the value of their trademark, since it represents the highest institutional value when promoting their educational products.

Palabras clave : Educational marketing; promotional mixture; public universities; target group; graduate studies programs.